Whether it’s beard oils, facial cleansers, or foundation, men's make-up and personal care products have been gaining attention. In a world-first, UK-based make-up brand War Paint for Men is launching a store in London in the hope of breaking the stigma around men wearing cosmetics.

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.

Men in the UK are still contending with toxic masculinity stereotypes around skincare, with many using their partners' products in secret. Even as gender categories evolve and conversations around male self-care and mental health grow, cultural barriers remain around using beauty products.

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?