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.

As men increasingly look to develop personal care routines and engage with beauty brands, Nigeria-based male beauty influencer Enioluwa Adeoluwa is using social media to subvert masculine stereotypes. How are influential online figures shifting beauty norms and setting new standards?

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?

Harry Styles has made a foray into the beauty industry with his own make-up brand, Pleasing. It offers gender-neutral and sustainable products that aim to enhance an individual’s natural self – in keeping with the inclusivity and diversity that many people now expect from the beauty industry.