Having a beard has traditionally been a large part of the male identity. For several centuries, the hairy face decoration has been a big part of the fashion image and the more classic way of sporting a beard has been a part of the male uniform; think of the Musketeers, the Hungarian hussars and the British army, just to name a few. And today, growing a beard has become widely accepted in both politics and in the business world. Last year the sixth official World Cup in Beard was held in Leogang, Austria. 350 participants from 22 different countries competed in 18 different categories. What previously may have been a competition solely for old and eccentric characters has without doubt evolved over time. The average age of the participants is declining and the competition is clearly marked by a budding youth with a strong desire to grow a beard.