Men are becoming increasingly involved in a new grooming trend before taking their flight to India, Thailand or other far-flung destinations, it has been suggested.

Before jumping on their flight to Thailand, India or other exotic location, an increasing number of men are taking part in a new grooming trend, it has been reported.

Swimwear manufacturer Kiniki explained that as male swimwear styles become increasingly skimpy, guys are looking for new ways to make themselves look good on the beach.

According to the company, the all-over man wax, or ‘max’, is the latest trend to make its presence felt amid the sand and surf this year.

John Walker from Kiniki said that the firm has received a number of enquiries from men who have ‘maxed’ themselves and are looking for beachwear that will show them off at their best.

“Nowadays, it looks like even the most macho of men is taking a no-holds-barred approach to the body beautiful,” he explained.

Famous men who have sported skimpier swimwear recently include footballers David Beckham and Cristiano Ronaldo.

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