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 People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world.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

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

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.

Indian beauty brand SIXAM Glow has made its debut with a campaign targeting young working women. Attuned to the shifting expectations of urban consumers who are increasingly embedded in hustle culture, it seeks to personalise and altogether redefine the skincare experience.

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.