The market for men’s beauty and grooming is blowing up, with more masculine beauty products on the shelves than ever before. It’s not uncommon to see men with manicures. And people like Harry Styles, Pharrell Williams and Idris Elba have even launched luxury product lines. It’s estimated that the global male grooming market will be worth $115 billion by 2028. It’s fair to say male beauty standards are changing. We hear from Enioluwa Adeoluwa, a Nigerian influencer known as ‘Lipgloss Boy’, about how practices have changed globally and in Nigeria. We also brush up on make-up for men, and speak to Adrián Ríos about how American beauty influencers are shaking up global standards. Plus if you’re a bloke wanting to change up your look we’ve got some tips for you. Instagram: @bbcwhatintheworld Email: whatintheworld@bbc.co.uk WhatsApp: +44 0330 12 33 22 6 Presenter: Alex Rhodes Producers: Emily Horler and Benita Barden Editor: Rosanna La-Falce