Having a hair-free body has grown in popularity among young British males, with 46% now opting for hair-removal treatments, compared to 36% in 2016, according to a new report by market analyst Mintel.

More than half (57%) of men aged 16-24 remove hair from their pubic area region, up from 40% two years ago, choosing to shave, wax or laser their way to smooth finish.

Hair removal from the chest has risen from 15% in 2016 to 30% in 2018, from the back figures have risen from 10% to 12% in the same time period, and when it comes to underarms, 42% now go hair-free compared to 16% just two years ago, the report found.

Facial hair removal is also on the up, from 73% in 2016 to 80% in 2018, and more than four in 10 young Brits are now doing eye-brow tidy-ups as part of their grooming routine. Today, young British men are removing body hair almost as much as women of the same age – 29% of men versus 34% of women.

‘’Consumers today are feeling the pressure to be hair-free. However, while the pressure of women remains higher, we’re seeing more and more young men feeling the need to be hair-free too,’’ said Roshida Khanom, associate director, beauty and personal care at Mintel. ‘’Reality TV shows such as Love Island have popularised hairless torsos, normalising the hair-free aesthetic among men.’’