Men Getting Totally Hairless Down There With Brazilian Waxes

The below-the-belt treatment — which, just like the women’s version, removes either some or all pubic hair — is becoming increasingly popular, and not just among competitive swimmers or underwear models. “What we’re finding is, it’s everybody,” said Mike Indursky, the president of the Bliss chain of spas, which offers a men’s Brazilian called the Ultimate He-Wax for $125. “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.”

Since Bliss introduced men’s waxing services in February 2011, Mr. Indursky added, their popularity is on track to double by the end of this year with Brazilians as the most frequently booked service.

Men’s bikini waxing accounts for around 70 percent of the weekly business at Face to Face, a discreet salon in the Flatiron district of Manhattan with a predominantly male clientele founded eight years ago by Enrique Ramirez. “When I started, I was like, ‘Nobody’s going to come in and get this done,’ and it’s just kept growing and growing,” Mr. Ramirez said. “In the past two years, it’s been crazy.”  Read More