Redefining masculinity, men’s make-up has grown in popularity, driven by celebrity pioneers like Pharrell Williams and Brad Pitt launching brands and K-pop idols openly wearing and experimenting with make-up.In this episode Sienna Piccioni, Head of WGSN Beauty, Senior Strategist on Fashion, Nick Paget and Jaeyeon Park, Youth Fashion Strategist based in Seoul, South Korea share the need-to-know brands and strategies for catering to this new cohort.Host Bethan Ryder chairs a conversation covering male makeup stigmas, its history, the language brands are adopting to capitalise on this rising trend and how dating apps and the pandemic have encouraged the normalisation of male makeup.