Bro-Zilian anyone As men across the pond submit to the wax, it turns out that British boys have been at it for years…
19:52 GMT, 12 April 2012
These days women are accustomed to seeing men buff, hairless and polished.
Celebrities such as smooth David Beckham in his H&M pants campaign and the male cast of TOWIE giving their vajazzling famale counterparts a run for their money are setting a new standard in male grooming.
But now the trend for man-scaping the nether regions – aka the Bro-zilian or He-Wax – is on the rise.
The Bro-Zilian is becoming increasingly popular with British men
New York's Bliss Spa introduced men's waxing services earlier this year.
However over on this side of the pond, we're already streaks ahead.
London's exclusive gentlemen only spa, The Refinery has been ensuring that its customers' 'intimate areas' are smooth as a baby's bottom for the last seven years.
'Here, it's known as “intimate waxing,': says General Manager, Deborah Gayle, continuing, 'but we also call the treatments by different names in case gentlemen get embarrassed asking for their preference on the telephone'.
The Bro-Zilian is a step further than the chest waxes popularised by celebrities such as David Beckham
The suitably manly monikers include Universe, which refers to the de-fuzzing of the buttocks, testicles and bikini; Galaxy, which means hair removal of the buttocks, testicles, bikini and bottom and Mercury, which refers to the epilation of the testicles, buttocks and bottom cleft.
But as we all know that a man's pain threshold is rather low, there's also the laser option for those with more delicate constitutions.
In the last few years, the spa has seen a large rise in demand for such services: 'When I joined four years ago, we had one therapist doing one intimate wax every fortnight and now we have two girls doing at least 10 a week,' Deborah told us.
So what's behind the urge to depilate 'Clients tell me that it makes them feel more masculine' laughed Deborah, 'I think that means it makes them look better endowed.'
However, she also cites hygiene another reason for the trend and, of course, there's pressure from their respective other halves as well.
'We girls are used to being hair-free from top to toe and now we expect our men folk to be the same,' she said.