"We're not splitting the atom here—we're helping guys groom themselves," explains Michael Gilman, cofounder of the Grooming Lounge in Washington, D.C., and in Virginia. Gilman, 36, and business partner Pirooz Sarshar, 30 (who started cutting hair as a teenager to talk to pretty girls), have opened a 1,900-square-foot outpost in Atlanta, their biggest yet. But they still don't take themselves too seriously: "One of the ways to break down any kind of preconceived notions, or put guys at ease, is to use humor." That explains why clients are offered a shot of Jack Daniel's before a back wax. The Grooming Lounge is a safe space—equal parts fifties barbershop, modern health spa, and gentlemen's club—where men can not only watch football while getting a shave but be free to have a pedicure without feeling emasculated. The Lounge can tailor haircuts and skin treatments to suit any individual, and sells an array of top-shelf products to back the service up. Gilman and Sarshar have their own line of shaving creams and launched one for hair care this winter. These guys may be having a good time, but as Gilman puts it, "It's not just sizzle and no steak."

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