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
Two female doctors have appeared at Cardiff Crown Court accused of the manslaughter of a 12-year-old boy in their care.
The contest's 'flag policy' says only official national flags of participating countries are allowed.
A car was left completely submerged by water after a driver was caught out by the tide when he drove onto the beach at Burry Port.