From celebrity jaws to the high street, beards are so hot right now. But all this good buzz seems to be hitting razor sales.
Proctor and Gamble, which owns Gillette, says that sales of shaving equipment dropped by 3.6 per cent last year.
Instead, people are visiting barber shops to emulate the likes of Tom Hardy, Ben Affleck and George Clooney - and having their face-fur trimmed.
"It's become a little bit sexier," says master barber Alex Glover. "You've had a few models who've been championing this sort of full beard look. That's definitely given it an uplift."