It begins with my friend Emma. You’d not have liked her. You’d have loved her. In fact, with the notable exception of her husband, Jim, she was built for the delight of gay men. Kind, gentle, charming

Chewing-gum workouts for sharper jawlines. Speciality products for feathered fringes. So. Much. Cologne. This is one man’s exploration of the aura-enhancing self-care trends shaping an entire generation of young men