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
A dry night with clear spells in the west. Temperatures will fall, with thickening cloud inland by the early hours.
The First Minister Carwyn Jones is under fire after claiming that the Tata Steel management buy-out team "has not yet raised the money".
Police say they want "no surprises" from Welsh football fans.