A new podcast from Finnish news outlet HS investigates the increasing popularity of beauty treatments among men. Journalist Veli-Pekka Lehtonen personally experienced first-time facial treatments and hair removal as part of his reporting. The podcast aims to understand the reasons behind this growing trend in the beauty industry. Lehtonen’s firsthand experience provides a unique perspective on the shift in societal norms surrounding male grooming. The series delves into the business aspects of the beauty sector and its appeal to a wider demographic. It explores why more men are now seeking out services traditionally associated with women. The podcast offers insights into the evolving definition of masculinity and self-care.