Now it seems for many men in Wales, being well groomed is more important than it's ever been before. Research by a body representing hair and beauty salons says that male grooming is the industry's biggest growth sector.
Here in Wales tanning treatments are particularly popular, with men topping up their colour every two weeks. Richard Morgan went to find out more.
More top news
An exceptionally mild night ahead, but it's going to be far from pleasant with heavy rain and a strengthening wind.
Former Wales star Mike Phillips is set to come out of retirement and play for the Scarlets.
Jamie Roberts could be in the frame for a Test match recall when Wales tackle world champions New Zealand on Saturday.