SWEDISH massages, sports manicures and hair removals are available for men, following the expansion of an established hairdressing salon.
Abstract, in Manchester Road, is offering stylish haircuts and holistic beauty treatment.
The idea of A-Man Grooming, the only male grooming salon in the town, came from Swindonian Pascall Robinson, 44.
He said: "More men are taking care of themselves. They are also looking for waxing, facials and manicures."
The accredited International Beauty and Aroma Therapist finished his training at Swindon College and is one of a handful of men in Britain in the field.
He and three other full-time employees provide men with manicures, all-body hair removals, massages, facials and leg rubs. A head-to-toe treatment, including an extensive consultation, is available for £55.
A one-hour Swedish massage costs £35.
Pascall recognises women have a higher expectation of male appearance now
"Men will also realise how nice it is to be treated in a salon," he said.
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