DON’T you love a man with a beard?

It may look low-key, but red carpet scruff is a lifestyle.

when Jon Hamm took the stage at the Golden Globes in January, he dubbed the spectacle ‘Beard Parade 2017’. He was right: Everywhere we look, formerly clean-shaven bros, like Idris Elba and Bradley Cooper, are suddenly sporting rebellious, quit-my-job, cool dad bush. “A clean-shaven guy in a suit is quite conservative,” says groomer Lucy Halperin, who works with stars like Aaron Taylor-johnson. “The beard gives it an edge.” But it ain’t wash and go: She uses brow gel for gaps, a toothbrush to tame unruly hairs, and beard wash. Because, hipster undertones notwithstanding, Lucy says, “no one likes an unkempt beard that smells of stale milk.”