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
The man and woman who were found dead this morning on a Cardiff street were stabbed. Warning: Graphic content.
Temperatures are the main talking point today, with highs of 20C if you are lucky enough to see the sunshine!
A 20-year-old man from Gwent has been arrested after a man and woman were found dead on a Cardiff Street. Warning: Graphic Content