An unexpected effect of 2018's Love Island fever has been a steep increase in the sales of male hair removal products. While predominantly driven by younger men keen to keep up appearances, older men are following suit, and stay in step with evolving attitudes towards body hair.

The traditionally female-focused make-up market is steadily opening up to a new demographic – but what are the driving forces behind the male beauty movement? Canvas8 spoke to David Yi, the founder of Very Good Light, to understand how brands can tap into men’s growing interest in cosmetics.

Male pattern baldness can be a source of anguish for those that it affects, impacting their confidence and self-perception. Quiff & Co offers a non-surgical solution in the form of bespoke wigs made from human hair, aiming to reach a younger demographic than the traditional toupee wearer.

While people may associate erectile dysfunction and baldness treatments with older men, Hims is targeting a younger market. By using a tone of voice that’s more approachable than a regular pharma firm, it’s helping to guide them around the pain points that impact personal health and self-care.