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
Beer drinkers may soon never have to face getting a 'bad pint' again, thanks to research by scientists at Aberystwyth University.
The latest poll on voting intentions is due later, as we enter the final day of campaigning before the General Election.
Heavy blustery showers will continue throughout the day. Strong winds expected to affect coastal and more exposed areas.