Featured Image for Holiday shopping got you stressed? Now you can stroke some dude’s beard for $9 to relieve your tension
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Holiday shopping got you stressed? Now you can stroke some dude’s beard for $9 to relieve your tension

A men’s beauty product company will be opening a “beard stroking station” for three days this December where shoppers can release the tension of the holidays by stroking a guy’s beard. 

No, for real.

Mo Bro’s, the popular British grooming company known for their beard lotions, conditioners, soaps and what not, is opening a specialty de-stress booth at Highcross Shopping Centre in Leicester.

From Wednesday December 20, and for three days only, men and women will be able to take a seat and stroke a guy’s beard, supposedly to detox from the stress of the Christmas shopping period.

The company claims on their website that there’s actual “scientific” reasoning behind this madness.

“It’s been reported that ‘warm touches’ between humans release Oxytocin, the hormone that reduces the levels of the stress hormone cortisol, as does stroking cat fur. Other benefits of stroking fur include a low heart rate and blood pressure.”

Hmm. Super well researched and absolutely logical.

Anyway, to enjoy the tremendous delight of sticking your fingers into a stranger’s beard, you’ll have to register online first.

You can stroke a beard for five, 10 or 20 minutes, prices start at $9 and all profits will be donated to Shelter.

Clients will be treated to complimentary tea, coffee or water, and this particular station will be equipped with relaxing music and comfy chairs. You can also choose to dip your hand in beard balm or oil if you want to make the occasion a bit more… therapeutic.

Mo Bros is also looking for men with majestic beards to join their team of “strokees”. They pay $40 bucks an hour and if you’re interested you can check out their site for details.

“Christmas is a stressful time of year for most people. You’re in a mad rush trying to buy presents, food and drink, whilst juggling work, a family and other commitments. We had a think of how we could make this situation more enjoyable, and it suddenly came to us – a beard stroking station!” said Savan Dattani, co-founder of Mo Bro’s.

“We have a few guys with fantastic beards already signed up, but we could do with a few more because we anticipate demand to be high. Santa beards preferred, but not essential!”

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About the author

Filmmaker. 3D artist. Procrastination guru. I spend most of my time doing VFX work for my upcoming film Servicios Públicos, a sci-fi dystopia about robots, overpopulated cities and tyrant states. @iampineros

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