Badour, the owner of  Tru-Beauty Spa, which offers a men’s

Brazilian called the Boyzillian for $70.

“It’s the gay community, it’sthe 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.”

When I started, I was like, ‘Nobody’s going to come in and

get this done,’ and it’s just kept growing and growing,” Anne-Marie said.

 Also on the menu is an array of male Facial treatments like the  Y-Chromosome, and Boot Camp Facials

But as women well know, bikini waxes can hurt a lot (though results last four to six weeks,

without the stubble that shaving leaves). To deal with the pain, some men take an Advil

beforehand (aspirin is not advised because of its blood-thinning properties) or have a glass

of wine to relax. At Tru-Beauty a stress ball is left in the treatment room for

clients to squeeze as necessary. 

As with women’s bikini waxing, aftercare is important, since the risk of ingrown hairs,

which can get infected, is higher where the hair is especially thick and curly. For the first

24 hours after defuzzing, most aestheticians advise avoiding anything that will get the area

overheated, including steam rooms, workouts and (alas) sex.

Keeping the area clean is also important. A unisex calming product, like Malin and Goetz’s 

newly-introduced ingrown hair cream ($34) and FixMySkin healing body balm ($12),

which comes in a tube that looks like a child’s glue stick, can help soothe any irritation or

redness.

Despite the hassles of maintenance, salon owners said, men keep coming back. “Guys try it

and say, ‘It’s better than the mess I had down there,’ ” said Anne-Marie of Tru-Beauty Spa.

“And it is. You feel more confident. It actually makes you feel more masculine, instead of

less masculine, to get waxed. It sounds like an oxymoron, but it’s not.” Be that as it may, Anne-Marie said that many of

her male clients are submitting to

pressure from their partners. “The vast majority say they’re doing it because their wife or

their girlfriend told them to do it,” he said. “The wives bring them,” saying “If I’m going to

do it, you better do it as well.