Procter & Gamble says a growing preference for shaggy styles is trimming razor sales.

Beards are showing up all over, from the curated facial hair favored by Brooklyn hipsters to the solidarity beards sported by the Boston Red Sox baseball team, which in 2013 went from last place in their division to World Series champions.

US giant Proctor & Gamble says the global beard fashion is hurting sales of its shaving products. Credit:Steven Siewert

P&G even called out Movember, when participants grow moustaches to raise money for prostate cancer research. The event cut into grooming sales last quarter, chief financial officer Jon Moeller said on an earnings call.

P&G’s grooming business, which includes shaving cream, razor blades and deodorant, generated $US2.12 billion in revenue during the quarter ended December 31 and accounted for 9.5 per cent of the company’s sales. Though the division’s sales rose 3 per cent, excluding currency effects, John Faucher, an analyst at JPMorgan & Chase Co. in New York, said in a note that sales of non-disposable razors and blades fell 7.8 per cent in the 12 weeks through December 21.