The popularity of facial hair – also known as peak beard – has been at an all-time high in years with prominent stars like Brad Pitt, George Clooney among those avoiding their razors.
However, the results saw the sale of grooming products plummet in stores across Europe, sparking a price war for blades and accessories.
Emily Mayer of IRI Market Analysts said, “Men are changing their buying habits as the popularity of facial hair increases.
“Many of us remember the days when beards, shady mustaches, and sideburns were all the rage in the 1970s, and then designer stubble was popular among yuppies.
“Now it looks like they’re making a comeback – but in a really cool way.
“Driven by hipsters and men in their twenties and thirties, as well as Hollywood types like Ben Affleck and Joaquin Phoenix, beards, mustaches, and beards are everywhere.”
IRI said sales of men’s shaving products in the past 12 months have reached £ 2.2bn, but this is down £ 72m from the same period a year ago .
They said the market was saved slightly by beard trimmers as men tried to style their facial hair and keep it at the optimum length.
Besides Hollywood stars, some of the most prominent celebrities who have recently sported beards in the UK include Jeremy Paxman and Gary Lineker.
Ms. Mayer added, “Retailers and manufacturers really need to harness these trends and use them to increase their promotional activity, product selection and new product innovation.
“The hipster trend, for example, has been in full swing for quite some time, as the fuller beard evolves into something more groomed, so this is an opportunity for retailers to sell men’s grooming kits, such as oils and beard trimmers, or to offer discount purchases to discerning shoppers looking to save money on their favorite brands. “