Over three-quarters of people in the UK believe that traditional gender roles are now irrelevant, so the idea that make-up is only a women’s game has become outdated. The world of contouring, highlighters, and lipstick is no longer reserved for females, and as more men express an interest in painting their faces, beauty brands are opening up to a much wider pool of potential make-up addicts.

Britons are becoming sceptical of the label "exclusively straight," with more than a quarter feeling that that their current sexuality isn’t clear-cut enough. As queer sexualities shed their stigma, a push for acceptance is driving demand for more nuanced understandings of different orientations.

Gender norms are changing, and young people feel freer to explore and express their gender identity than ever before – especially with make up. Illamasqua’s Christmas campaign focuses exactly on that, promoting its makeup as inclusive and gender neutral.

The idea of a ‘sex party’ may conjure up images of seedy shenanigans, but at Pornceptual, a sex-positive club night based in Berlin, the emphasis is on providing an inclusive space that caters to all genders and sexualities. How do such events encourage a healthier, more open attitude to pleasure?