Nearly three quarters of young men now take part in a little bit of 'manscaping' thinking it's nearly as important to tidy up their groin area as it is to have a smooth chest.
85% of men under 35 are willing to wax but most of them never set foot in a salon finding it too embarrassing.
Only a third surveyed go for the salon treatment with the rest resorting to a bit of D.I.Y. 'down there'.
A third said they do it to keep their partner happy while another third say it makes them feel more attractive.
31% said they wanted to look good on a date.
Most young men start at 18 but some indulge in a bit of body hair removal from as young as 13.
Researchers found that style icons like David Beckham and Cristiano Ronaldo influence men's decisions to de-fuzz while the male cast of TV's Love Island are also behind the trend.
Ronaldo often posts hair free images of himself on his social media:
Researchers surveyed 1,000 men for shaving brand Wilkinson Sword.
