Hollywood hunk Matt Bomer is just one of the stars reportedly in the running to play Christian Grey in the upcoming Fifty Shades of Grey movie.
But it's the actor's own greying beard that's getting fans whipped up online.
From silver fox to silver cub, dad-of-three Bomer (35) is just one of a younger generation of male celebs embracing the salt and pepper look.
World War Z star James Dale Badge (35) and footballer Robin van Persie (29) also appear to be taking a stand for grey pride.
"Nowadays, it's mainly older men who dye their hair trying to look younger," says celebrity hairdresser Dylan Bradshaw, whose salon is located on Dublin's South William Street.
"If you're a younger guy, with just a few grey hairs on your temple, it's not so bad looking. I think you need to decide early on whether you're going to go the silver fox route or get it coloured," he adds. "It's much better to disguise it from the beginning than get rid of it later on."
The average Irish man starts to go grey at 30 – five years before women – when the body starts to produce less melanin, the pigment responsible for hair colour.
However, unwanted greys could soon become a thing of the past, according to research published by the Federation of American Societies for Experimental Biology (FASEB).
While working on a cure for skin condition vitiligo, boffins inadvertently found that it restored pigment to the hair too.
"For generations, numerous remedies have been concocted to hide grey hair," explains Dr Gerald Weissmann of the FASEB. "But now, for the first time, an actual treatment that gets to the root of the problem has been developed."
It's good news for actor John Barrowman (45), who admits he's been dyeing his for years: "My hair's only still the same colour because of the bottle. I'm completely white.
"A couple of years back, I shaved my head and let it grow ... to see if it was time to let my hair go back to its natural colour.
"[Partner Scott Gill] looked at me and said, 'I'm not so ready for that yet', and he's [four years] older than me."
Nonetheless, six out of 10 men would still rather go grey than bald, according to a survey by haircare brand Fudge.
"The fact that people are requesting to be made grey just cements that this is a style set to stay."
The original of the species, George Clooney (52) led the way when he began to grey gracefully at 33. But he admits the grizzly beard he grew for upcoming movie Monuments Men was a bridge too far: "I was a little surprised how grey it was when it came out.
"You're like, 'What the hell happened?' I was young once, but now I'm old."