The whole "hipster beard" thing isn't even that hipster anymore, since facial hair is now an accepted part of the modern male experience. But that doesn't make beards any less intriguing.

Some scientists argue that beards are unhygienic microbial playgrounds, yet several other studies claim that beards have evolutionary benefits, which could outweigh any negative health effects. One new study has strengthened that claim, basically concluding that (surprise!) men grow beards to get attention. And to get lucky.

Our ancestors may have learned this trick by looking at monkeys. (Not like they had Gillette or Schick back then.) Researchers at the University of Western Australia argue that male primates in big societies develop garish "badges" to enhance sexual attractiveness and demonstrate dominance to competitors.

According to The Telegraph, scientists researched 154 primate species, and found "more conspicuous badges" on males in communities rife with social and physical conflict.

Just what badges are we talking about? The paper, published in the journal Evolution and Human Behaviour, says for orangutans, it's cheek flanges; on proboscis monkeys it's elongated noses; and on human males, the badge is the beard.

"When you live in a small group where everyone knows everyone because of repeated interactions, there is no need to signal quality and competitiveness via ornaments," Dr. Cyril Grueter said. "In large groups where individuals are surrounded by strangers, we need a quick reliable tool to evaluate someone’s strength and quality, and that’s where these elaborate ornaments come in."

This would all seem to fall in line with a 2014 study which found that beards are subject to “negative frequency-dependent sexual selection," meaning they are attractive to potential mates because they are less common.

But it's not just limited to your biology: Swag counts too. Grueter says things like jewelry and "prestige items" that alter physical appearance serve the same purpose. That's good news for guys with peach fuzz.