Grooming lounges are popping up everywhere and gaining popularity as places where men can get more than a haircut or have their beards shaped.
No longer just for older men or considered old-fashioned, they have an old-school charm which is drawing in men seeking immersive, educational grooming experiences rather than just buying a product off a shelf and using it at home.
Spaces such as Hines and Harley Men's Grooming Lounge in Randburg, Johannesburg, are a haven for men.
Jared Hines, owner of Hines and Harley, advises: "Men should look for a place that is unique ... the atmosphere should be welcoming.
"They should also be looking for a place that has qualified, quality staff."