Even as beauty becomes more inclusive, products dedicated to male grooming tend to be on the expensive side. Primark’s beauty collection for men is tapping into the growing interest in targeted and accessible male beauty products that move beyond the standard men's moisturiser.

With gender norms being continually challenged, men are becoming more interested in beauty – but many Britons still aren’t buying into the male beauty industry. One reason for this disconnect is that packaging often displays old-fashioned stereotypes around a ‘macho’ male identity.

The traditionally female-focused make-up market is steadily opening up to a new demographic – but what are the driving forces behind the male beauty movement? Canvas8 spoke to David Yi, the founder of Very Good Light, to understand how brands can tap into men’s growing interest in cosmetics.

A changing cultural climate is seeing both men and women shun toxic masculinity and demand new narratives around ‘being a man’. How are brands attempting to break down gender norms and stereotypes, and why is it so important to have diverse representations of manhood in advertising?