Newf Brand Notes

The term “Boyzilian” is taking London by storm as salon owners have reported to The Guardian that they’ve seen an increase in the number of men asking them to “take it all off.” All over the country more and more men (gay and straight alike) are marching into beauty salons and demanding a “Boyzilian”, or as one Yorkshire-based salon bills it, “the Full Monty”. In other words, the complete or near-complete removal of hair in intimate areas using wax.

Some credit David Beckham and his latest Armani campaign for the increase in popularity of men’s intimate waxing…but the Guardian says men have been doing it for years and Mr. Beckham is simply following the trend. No, guys haven’t been having everything in down there ripped out, but there are apparently quite a few men who have at least some sort of waxing done to keep things tidy.

Kim Lawless, who calls herself the Wax Queen, runs the Brazilia Waxing Studio in Upminster, east London, and specialises in intimate waxing for both sexes. “But most of my clients are men,” she said, adding that most of them were straight. “They come from every walk of life and profession – accountants, stockbrokers, teachers, boxers, models – but I’ve noticed that a lot of my clients are in the building trade.”

Business is booming. “A year ago I was doing three men a week. Now I am doing three men a day,” she said. “I don’t know why it has suddenly become more popular, but when people come in they do mention David Beckham. Now that celebrities like him are open about waxing, it makes other men feel more comfortable about it.”

What a nice surprise to know that women aren’t the only ones trying to sexify themselves with waxing treatments. I’m not saying I’m ready to jump on the bandwagon myself but I guess I might be getting closer. I’m thinking of starting with something like using an epilady on my legs for a while to desensitize myself a bit…and then if I can find a waxing salon where no one knows me and I can scream out all I need when they start tugging, I may finally give in to the curiosity. And men, keep up your brave faces. We know it has to hurt but we appreciate your toughness and you shall be greatly rewarded!