Being a well-groomed man is hardly a bad thing. But in recent years, some men have taken it a step further; 'manscaras' and 'guyliners' have become staples in their daily regimes. Is it time for western skincare companies to shed old ideas of masculinity and comply to the male make-up demand?

From luxurious skincare to boutique shaving parlours, male grooming is booming. A slew of new products and services are emerging to meet the demands of time-poor, image-conscious men, but can ZV2, an expensive, hassle-free serum, become the go-to skincare brand for beauty novices?

Maybelline has appointed American YouTuber Manny Gutierrez as its first male brand ambassador. The online star – who has amassed over two million followers since 2014 – will front ‘That Boss Life’, a campaign that further demonstrates the bending of gender identity.

While 76% of men feel pressure to look good, seeing a bloke stroll into a brow bar or waxing salon could still raise an untamed brow or two. But London-based The Beauty Block has located both above A Wanted Man – a male-centric canteen that acts as an acceptable gateway to grooming.