Masculinity is more attractive than ever. With more than three million men in Britain admitting to wearing make-up – from bronzer to blusher to foundation – the male cosmetics market is booming. But what’s driving this cultural shift? And are men concealing their usage as well as their skin?

The average woman spends £18,000 on make-up in a lifetime. Beauty Pie – a ‘buyers’ club for beauty addicts’ – aims to help them make the most of their money, delivering products to buyers hot off the factory floor. But can an online shop with no ad budget hope to topple industry giants?

In a rush? No make-up brush? No worries. Milk understands the way young women think about and use beauty products. Sold as ‘high concept, low maintenance’, it's inspired by and designed for creative, cool girls – providing mascara that’ll stay on all weekend and lipstick that’s actually kiss-proof.

Beauty is in the eye of the Instagram follower. A new wave of social media-savvy start-ups are making their mark in the Australian market, and Poni Cosmetics is leading the way. How has the e-tailer used social know-how and an obsession with brows to stand out in this competitive space?