That beard is only hot because it’s not cool

A new study suggests that rarity increases the attractiveness of facial hair

By Bethany Brookshire, 18:54 PM April 15, 2014

Every hipster knows that something is only cool before it becomes popular. There’s no point in liking a band once it hits the big time. That shirt is no good once it’s no longer ironic. And it’s certainly not enough to go clean shaven or grow a short beard — that’s much too mainstream. Recent years have seen a resurgence of moustaches, mutton chops and Fu Manchus. A style that really stands out sticks it to conformity.

It turns out that when people buck the facial hair trend, they may end up m...

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