Body hair removal is becoming more common among young men with some even opting for the full "manzilian", research shows.
But the trend is yet to catch on with Rotorua blokes, where waxing is still a woman's domain, a local beauty clinic owner says.
An international online survey, conducted by Auckland University's Virginia Braun, and Gareth Terry from the Open University in the United Kingdom, quizzed nearly 600 people aged 18-35 on their body hair grooming habits.
It found although body hair was considered more acceptable on men than on the fairer sex, except on the back or shoulders, male body hair was not seen as particularly desirable.
Salon St Bruno owner Hilda Duffy said while male hair removal and grooming seemed to be taking off in the big cities, it wasn't as popular in Rotorua.
"From what I gather in Auckland and even in Hamilton it's quite strong, even to the degree of them going in for their facials.
"It hasn't reached us yet."
However, local blokes were slowly becoming more comfortable with the idea of hair removal, traditionally a woman's domain.
Chest and back waxes were the most popular for men coming into the salon, but demand was limited, Ms Duffy said.
Profiles Gym personal trainer Sean Scott said men's views on hair removal and personal grooming had become more relaxed in the past 10 years.
"I think it's becoming more common and guys have accepted it more. A lot of the guys in the fitness industry do it because they have to look good on stage and in the workplace and that sort of thing."
Mr Scott said he was into body grooming because it helped portray a certain image.
"It's about trying to look the part. It's all about being well groomed and you look like you're taking care of yourself."
However, one Rotorua man who didn't want to be identified, said guys like Willie Apiata (VC) had made the full facial beard popular among men.
"You see a lot of guys in Rotorua with beards and long hair around town these days. The image of Willie Apiata in Afghanistan with a full facial beard and scraggly hair went viral," the 26-year-old said.
"Personally I'm not into body waxing and all that sort of stuff but each to their own. I think a lot of guys are into body grooming but it's not for me."
He said he knew of several of his mates who did it but it wasn't really the guy thing to talk about it.
Wellington beauty salon Shannons owner Deborah Shannon said back and leg hair removal procedures were most popular for men in their mid- to late-20s.
However, men in their 50s also had their backs waxed.
Red Eleven modelling agency co-director Amanda Betts said hair removal was increasingly common among male Kiwi models.