In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Shifting notions of masculinity look set to transform the wellness and beauty market, with nail polish and concealer potentially joining shaving cream and deodorant in men's shopping baskets. But how can brands shape a more inclusive future for the sector rather than reinforcing old norms?

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.

Live streaming continues to solidify itself as a force to be reckoned with in Chinese e-commerce. Drawn in by trusted influencers, people rely on these hosts to cut through the clutter of crowded categories like beauty and personal care, helping them make informed purchases.

Personal care products targeted at men have often promoted masculinity stereotypes, either promising the attention of women or intentionally straying away from language perceived as ‘feminine’. STUFF is a men’s personal care brand aiming to dismantle toxic masculinity narratives.