Just for Men, a Combe Inc. brand, and maker of the popular gray hair care product for men, is sponsoring the World Beard and Moustache Championships – a celebration of the most dramatic facial hair in the world – in Portland, Oregon, on October 25th.

The brand spoke to “real” men to ask them how their facial hair defines them. The brand’s study showed that self-expression the No. 1 reason men sport facial hair. They also claim it makes them feel more masculine and attractive – and their partners like it.

Ralph Marburger, Just For Men brand director, said:

“We wanted to know how men feel about their facial hair because our mission at Just For Men is to help them feel confident about their look — whether that look includes gray or not,. With the Just For Men World Beard and Moustache Championships about to prove who has the world’s finest beard or ‘stache, we felt now was the perfect time to celebrate the power of facial hair.”