Asia is renowned for being at the cutting-edge of male grooming. In South Korea, according to government figures, men in their twenties have as many as 13 products lined up on their shelves. Now, cosmetics brands are focusing on normalising BB cream for men.

Menswear and womenswear is out; androgyny is in. Whether you’re L, G, B, T, Q or heteronormative, Sharpe Suiting tailors to bodies, not genders. As the brand blazes a trail, will others follow suit? Are we on the brink of a fashion revolution?

Painstakingly pumped and carefully chiselled – this is the body ideal of the ‘spornosexual’. UK sales of protein products increased from £73m in 2007 to £170m in 2012, and steroid users rose 645% from 2010-2013. But what’s fuelling the quest for more muscle amongst ordinary men?

It’s widely believed that women dominate household purchasing decisions – but while this was certainly once true, has it changed over time? In light of new statistics, more and more companies are gearing their offerings and marketing towards men. But are they reaching them?