New Men’s Beauty Must: Bikini Waxes?

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Wax On: Bikini waxes for men gain popularity.

It’s not news that modern men prefer a little more maintenance than the John Wayne-esque icons of the past. Beauty retailer Birchbox just announced a men’s site, and some studies say men are just as attached to their hair straighteners than we are. But here’s one we haven’t heard before: men getting bikini waxes?

According to the New York Times, it’s true. That cringe-inducing term “manscaping” is ever-expanding.

Bliss spa calls it the He-Wax, Strip: Ministry of Waxing calls it the Boyzilian, and Face to Face salon even offers something called “pejazzling,” which we’ll let you decipher on your own.

“What we’re finding is, it’s everybody,” Bliss president Mike Indursky told the Times of his customer base. “It’s the gay community, it’s the straight community, it’s very conservative guys, it’s very liberal guys. All different age groups are coming in. It’s much, much bigger than we ever thought.”

Motivation for the treatment ranges from cleanliness to um, enhancement (“It accentuates it, because there’s nothing to obscure the, you know, implement down there,” Strip director Ramon Padilla said), to a noble (or not) effort to match the efforts of their lady friends.

“The vast majority say they’re doing it because their wife or their girlfriend told them to do it,” said Padilla. “The wives bring them,” saying, “If I’m going to do it, you better do it as well.”