Hurrah, it's officially National No Beard Day, a day that terrifies hipsters to their very hairy core and celebrates men ditching the face fluff and going clean shaven.
Facial hair is something that's completely natural, but can divide a friendship group like Brexit or Marmite. Does it make a man look rugged and handsome or scruffy and unkempt?
In fact, according to a recent study by Wilkinson Sword, 44 per cent of women believe the reason men have beards is down to laziness, while two thirds of them thought facial hair was a turn off.
When it comes to discussing 'our type', facial hair (or lack of) is usually a fairly prominent factor but what does our attraction to beards say about us?
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Well, whether a bit of facial hair really revs your gears or completely turns you off is actually down to how common it is at that point in time, according to a study.
So, put simply... the more men who are currently sporting a beard, which lets face it is a lot at the moment, the more likely you are to crave a smooth, clean shaven man.
Equally, if everyone were to take note of National No Beard Day and fully ditch the fuzz for good, then the chances are you'd find yourself seeking out a bit of a bearded man.
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But, don't take my word for it - as this discovery was actually made during a study by New South Wales University, in which 1,453 heterosexual or bisexual women were shown 36 images of male faces.
The first 24 images were used to condition the women, and consisted of either all bearded men, or all clean shaven men, or a mixture of the two. They were then asked rank the following 12 images by how attractive they found them.
The research team found that the women who were shown 24 images of bearded men tended to rate the clean shaven men higher, whereas the women shown clean shaven men or a mixture, showed a preference for beards.
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Although there's bound to be other factors involved, the study suggests it's largely down to what's popular at that moment in time.
More concerningly, one-in-ten women in Wilkinson Sword's study admitted feeling 'beard catfished' by someone they thought was attractive, until the beard was gone.
However, we reckon a few fellas will probably be reluctant to get involved with National No Beard Day, as 23 per cent of men in the study reckon having a beard makes them look 'cool'.
Featured Image Credit: PA ImagesTopics: Life News, Real, Sex & Relationships