Exposure to, and use of, social media can take its toll on people’s sense of self. And new research suggests a growing number of under-30s in the US are comparing their faces and bodies to an unrealistic ‘Insta-standard’, spurring a spike in cosmetic surgeries.

The traditionally female-focused make-up market is steadily opening up to a new demographic – but what are the driving forces behind the male beauty movement? Canvas8 spoke to David Yi, the founder of Very Good Light, to understand how brands can tap into men’s growing interest in cosmetics.

As people project more of their day-to-day lives on social media, and some employers continue to base employment on appearance, the need to look good remains in China. With people wanting to present their vest selves online, young people in China are increasingly going under the knife.

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.