Some men are decorating their beards for the holidays by dousing them in glitter.
"Why on Earth would they do that?" you ask. You're not the only one who's wondering.
"I love glitter as much as the next Jerome Russell-loving gal from the '90s, but there is a time and a place," said Rachel Blodgett, a Columbia Heights mother of three.
The glitter beard craze seems to have begun with the social media pair known as "The Gay Beards." The two men frequently post photos of their flowing facial hair covered with everything from Cheetos to flowers.
Despite several interviews, the Star Tribune was unable to find a fan of the new style trend.
MyTalk 107.1 radio co-host Marley McMillan said: "I can appreciate a guy who can get down with glitter, but do I actually think this looks good? Um, no."
Andy from Minneapolis, or @ajlemm on Twitter, wrote: "Why is a 'glitter beard' even a thing? I hate people so much."
As founder of the Minneapolis Beard and Mustache Club, Michael "MJ" Johnson has seen men put some unusual things in their beards, including spray paint and beer cans, but never glitter.