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
A mild day with showers in the west, drier and brighter in the east
A team of experts are calling for people in Wales to take more responsibility over their health. We have a few tips here.
The Football Association of Wales says match fixing is 'quite possibly' the biggest threat to football in Wales.