World’s first ‘beard stroking’ pop-up

You heard correctly! We’re launching the world’s first beard stroking station, which will be open for three days at Highcross Shopping Centre in Leicester from Wednesday 20th of December.

The beard stroking station welcomes both men and women, who’d like to take a seat and stroke something soft, during the often-stressful Christmas shopping period.

It’s been reported that ‘warm touches’ between humans release Oxytocin, the hormone that reduces the levels of the stress hormone, cortisol, as does stroking cat fur**. Other benefits of stroking fur include a low heart rate and blood pressure.

The beard stroking station will be open to people who have registered online beforehand and will have three chairs where members of the public can sit and stroke their beard of choice for either 10 or 20 minutes. Prices will cost £5 per 5 minutes, and all profits made will be donated to Shelter.

Guests at the station can enjoy a complimentary tea, coffee or water, listen to relaxing music as they stroke, and make conversation with the gentlemen they are stroking if they choose to. Mo Bros will also have products on hand such as beard balm and oil, which the guest can choose to use, to make the stroking experience more pleasurable.

Register to book your slot at our beard stroking station here:

Got a fantastic beard and want to be one of our strokees? Click here to apply for the job.

Savan Dattani, co-founder of Mo Bro’s, said,

“Christmas is a stressful time of year for most people. You’re in a mad rush trying to buy presents, food and drink, whilst juggling work, a family and other commitments. We had a think of how we could make this situation more enjoyable, and it suddenly came to us - a beard stroking station! We have a few guys with fantastic beards already signed up, but we could do with a few more because we anticipate demand to be high. Santa beards preferred, but not essential!

“It’s fairly common knowledge that stroking soft things, like animals, reduces stress, but we didn’t want to enlist the help of animals because they obviously can be somewhat unpredictable and chaotic! So, doing what we do, we thought beards are the next best thing! We’ll have an array of products available to use, so the beards will be soft and will smell great. Guests of the station can even brush them if they like!”