Until the introduction of agriculture, roughly 10,000 years ago, grains were virtually non-existent in the human diet. Since that time, the cultivation of wheat has literally served as an anchor for the expansion of civilisation as we know it. In Roman times, wheat was the primary fuel used to power the Roman army and every man in the republic was entitled to a wheat dole equivalent to 3,000-3,500 calories a day.(1) Bread has been considered “the staff of life” since biblical times (“give us this day our daily bread”) and today it is one of the most widely consumed staple foods in the world. So can something so pivotal to human civilisation actually be bad for us?
The UK cosmetic industry was worth over £8b in 2014 and making up nearly half of the market (49.9%) was the sales of skincare, haircare and deodorant products1. Globally, the male demographic accounts for 1/5th of this market and is expected to continue growing through 20202. Although many men still don’t want to admit to using skincare products, the sales growth speaks for itself and suggests that the moisturizing man is coming out of the closet.