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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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

Alongside the growth of the wellness, and men’s grooming industries, is the increase in Black-owned beauty brands designed to cater for a more inclusive world. Yet there is still a lack of representation for men of colour. This led to the launch of Temple, the skincare brand offering self-care.

Ustraa is responding to the growing interest in skincare products among Indian men. With data revealing that a third of men nationwide want to experiment with facial skincare, there's ample room for brands to assist a long-underserved demographic and diversify definitions of masculinity.

The stigma around male beauty is slowly fading, giving way to a willingness for products and cosmetic procedures that help men feel more comfortable with their looks. After the pandemic’s ‘Zoom Boom’, and amid shifting notions of masculinity, the male beauty industry looks set to take off.

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.