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?

Conversations around male self-care have been growing, with masculine stereotypes continually being challenged. But while these improvements have helped men feel more open to addressing their beauty concerns, many still have lingering insecurities that are weighing them down.

As men continue to engage in conversations around toxic masculinity and its detrimental effects, they're looking for more nuanced representation from brands. In fact, two-thirds of men in the UK say that negative male stereotypes in advertising cause psychological damage.

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.