As men increasingly look to develop personal care routines and engage with beauty brands, Nigeria-based male beauty influencer Enioluwa Adeoluwa is using social media to subvert masculine stereotypes. How are influential online figures shifting beauty norms and setting new standards?

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.

With traditional notions of masculinity undergoing a metamorphosis, men are beginning to take a closer look at beauty and self-care routines. Canvas8 spoke to nine men in the UK about the marketing of male beauty and skincare products to find out what changes they would like to see.

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?