Amid a broader revival of old crafts, the classic straight-razor wet shave has made a comeback in the barbershops of the plains, a small ritual of luxury and heritage.

The mineral-heavy water of much of the plains poses its own challenge to hair and skin, and the region's stylists have learned to work around it.

Trading on the plains' greatest asset — space and stillness — a new kind of rural wellness retreat invites guests to unwind far from the noise of the city.

In Fargo, Bismarck and Grand Forks, cosmetology schools turn out the stylists, aestheticians and barbers who staff the region's growing beauty trade.

When the cold locks the country indoors for months, the day spa offers warmth, quiet and renewal, and the trade has become a fixture of the plains city.

Once content with a monthly trim, the plains man has taken a fuller interest in grooming, and the region's shops have expanded to meet a growing appetite for care.