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?

Staring at our face close-up on constant Zoom calls isn’t doing most people’s self-confidence any favors. A little bit of make-up can give our self-esteem a boost and Tribe is catering to cosmetics-curious men by offering modern make-up’ without the dated messaging of hyper-masculinity.

Plus-size womenswear surged into the fashion mainstream following calls for more diversity on catwalks and in ads. Plus-size menswear, by contrast, remains an afterthought for most brands. But why might this be changing? And what role can the industry play in promoting male body positivity?

Nailing the perfect beard is no mean feat. But online forum Beard Board is on hand to host constructive aesthetic feedback for beginners and the more experimental. With more men investing in grooming products and cultivating facial hair, peer-to-peer advice sites could be the key to fuzz finesse.