The premium candle market is heating up – growing by a third in just two years. Alongside mass-market favourites, a new pack of digital-first brands is blazing a new trail. Boy Smells’ scented candles speak to the Instagram age, subverting gender stereotypes and tapping into the wellness movement.

'Boy perms' are taking TikTok by storm as teens look to emulate idols like Timothée Chalamet. As guys begin to explore hairstyling and adopt more complicated beauty routines, beauty brands would do well to rethink what their male audience are looking for from products.

Although inclusivity has been a marketing pillar in beauty for some time, young boys experiencing puberty-induced skin problems are often underserved. Skincare brand 31st State aims to change that, with a vision of becoming the go-to skincare brand for Gen Zer teens and pre-teens.

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.