Barri Lazarou, of Lazarou Bros, is the only Welsh finalist in a competition to find the best shaver in the UK. He told ITV News that the popularity of male grooming treatments, including hot towel shaves, has grown dramatically over the past year.
But the treatments need to be specifically targeted at men.
More top news
Not too bad out there at the moment, with the heaviest of any showers easing during the first part of the night.
Sea Watch Foundation says it is investigating a reported but unconfirmed sighting of a killer whale off Ceredigion.
A man had to be freed this morning after an empty van rolled down the road and overturned, trapping him underneath.