'Peak Beard': Is this the end for facial hair?
16 April 2014 Last updated at 11:05 BST
The end of the beard is nigh - not according to fashion stylists, but to evolutionary biologists.
Australian scientists have found that as facial hair grows more common it gets less attractive, and the clean-shaven look becomes more desirable to potential mates.
James Morgan reports from one of the beard capitals of Britain.