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.
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There were 218 against children last year in Wales but there are growing concerns many more are suffering in silence.
The silver Mini was found in the River Teifi after a two-hour police search.