Keeping up appearances can be tough.

To wit: men. In public, they frown upon sugar, denigrate spice, and deem everything nice the provenance of sissies. But deep down you know those rugged souls are pining for a relaxing day at the spa. After all, even the manliest man likes to be pampered.

Face, which opens today in the West Village, will keep their spoil-me secrets. Owner Damian Delgado was inspired to open the guys-only salon during a particularly excellent old-school shave he once received whilst on a business trip. He left the barber chair convinced that Dallas needed a place where the average guy could comfortably get shaved (hot towels and cool emollients), clipped (mani or pedi), rubbed (Swedish or sport), waxed (eyebrow, chest, face, or back), and colored (hey, the sky’s the limit).

He painted the industrial space blue, white, and burnt lime (male-friendly colors), left the concrete floors bare, and decorated with leather chairs and focus lighting, creating an environment where the hardiest man can cater to his softest side.

Without ever appearing the least bit delicate.

Face Salon-Spa-Retreat for Men, 3000 Blackburn Avenue, suite 190, in The Mondrian, West Village (214-256-3676 or faceformen.com).