Personal pruning and the quest for hairlessness: They’re not just for chicks anymore. Sure, waxing salons have been historically filled with women, but men have jumped mightily on the waxing wagon. Just ask husband-and-wife team Jason and Bree Goldwater, who founded BOX human landscapers. Known for its sleek aesthetic and cheeky name, BOX is a popular stop for locals and domestic and international tourists looking to take it all off … which increasingly includes those of the boy variety.
“Our male contingent has grown steadily, dramatically and confidently,” says Jason. “From our perspective, there has clearly been a gender shift. Women now have an equal expectation of their man to take care of himself, and they have no qualms about letting him know.” Know what else we let guys know? What to wax, which makes for a fine list of BOX’s most popular services, from the Sac & Crack ($85, and yes, that is what it means) to Brows for Dudes ($23).
Jason’s mum about how raging the pain is for the salon’s man-services, but says with its proprietary house-blended wax and trademarked removal technique, a BOX wax is relatively painless. (We said “relatively.” Beauty costs, people.) 420 South Rampart Blvd., in The Market LV at Tivoli Village, BikiniWaxing.com. —Jen Chase
A Bro-Worthy Spa Day
Not ready to brave the hot wax? Las Vegas has an abundance of spa treatments created with guys in mind. Here’s a sampling of the best men’s massages on the market.
ESPA at Vdara
Treat yourself to the Fitness Massage at this eco-friendly, 18,000-square-foot spa. It’s applied with firm pressure and essential oil to restore body and mind. $170 for 50 minutes, $235 for 80 minutes, Sunday through Thursday; and $180 for 50 minutes, $255 for 80 minutes, Friday and Saturday; 702.590.2474; Vdara.com.
The Spa at Encore
Relax and renew with the Men’s Executive Retreat at this Forbes Travel Guide Five-Star spa—an 80-minute deep-tissue rub down followed by a 50-minute men’s age-defying facial, complete with a stimulating face massage. $455 for 130 minutes, 702.770.4772; WynnLasVegas.com.
The Spa at Trump
Improve texture with the Cleansing Back Treatment, which treats the skin with formulas containing marine phytoplankton and vitamin E, followed by a lymphatic massage using essential oils to revitalize and rejuvenate. $150 for 60 minutes, 702.476.8000; TrumpHotelCollection.com.
A modern retreat that echoes the real outdoors, Bathhouse at Mandalay Bay offers include eucalyptus steam rooms, redwood saunas and 12 treatment rooms. The Gentleman’s Package pairs a customized massage—Swedish, deep tissue or a bit of both—with the Men’s Balancing Facial for the total experience. $250 for 120 minutes, 877.632.9636; MandalayBay.com. —Devin Howell