In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

While conceptions around masculinity are shifting considerably, many still feel that male beauty lacks a range of choice and is subject to social stigmas. Canvas8 spoke to ten men in the US about the beauty industry and self-care products to find out what changes they would like to see.

Shifting notions of masculinity look set to transform the wellness and beauty market, with nail polish and concealer potentially joining shaving cream and deodorant in men's shopping baskets. But how can brands shape a more inclusive future for the sector rather than reinforcing old norms?

As the beauty sector continues to remove cultural barriers around skincare, men are being more specific about what they want from brands. Be it light and blendable skincare or products designed specifically for male-identifying people, brands have opportunities to tailor to their expectations.

Even though Indian men have been known to sport kohl-rimmed eyes and henna at weddings, the idea of wearing make-up in everyday life is still frowned upon in wider society. How is blogger and influencer Siddharth Batra helping to change this outdated norm and normalise male beauty?