2014 has been the year of the beard - everywhere you look these days, men aged 18-40 are wearing their facial hair like a badge of honour.
There a Tumblr pages galore dedicated to men with a strong whisker presence and a Mancunian has even launched a dating site specifically for pogonophiles.
So, with Christmas around the corner, it was only right that a company invented a seasonal accessory for bearded men.
A London advertising agency has been selling beard baubles - for the man wanting to add an extra festive touch to his chin fuzz.
The company claims that the Yuletide facial hair accessory - which retails for £5.00 ($7.80) a packet - has been flying off shelves, with customers from as far as Australia placing orders.
Ollie Dearn, who works at the agency behind the accessory, Grey London, said: 'The product has been particularly popular with Brits.
Grey London 公司的奥利·迪尔恩（Ollie Dearn）表示，产品在英国人中尤为受欢迎。
'We've sold more than we ever expected. But Aussie, American, Kiwis, German and French customers have been purchasing Beard Baubles too.'
Each pack contains 14 multicoloured baubles to attach to the bristles - ten large balls and four small ones.
The success of the product is a happy accident - the business makes a Christmas card every year to send to clients and friends and this year decided to add a present to their message of seasonal cheer.