Whether it’s beard oils, facial cleansers, or foundation, men's make-up and personal care products have been gaining attention. In a world-first, UK-based make-up brand War Paint for Men is launching a store in London in the hope of breaking the stigma around men wearing cosmetics.

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.