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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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.

Men in the UK are still contending with toxic masculinity stereotypes around skincare, with many using their partners' products in secret. Even as gender categories evolve and conversations around male self-care and mental health grow, cultural barriers remain around using beauty products.

Personal care products targeted at men have often promoted masculinity stereotypes, either promising the attention of women or intentionally straying away from language perceived as ‘feminine’. STUFF is a men’s personal care brand aiming to dismantle toxic masculinity narratives.

Staring at our face close-up on constant Zoom calls isn’t doing most people’s self-confidence any favors. A little bit of make-up can give our self-esteem a boost and Tribe is catering to cosmetics-curious men by offering modern make-up’ without the dated messaging of hyper-masculinity.