The market for men’s personal grooming products is projected to grow to more than $60 billion by the end of the decade. That stat should tell you that more guys are giving up outdated ideas skin care and pampering should be left to the gals.

Research shows that skin concerns or disorders can affect self-image, relationships, and performance. But it’s never too late to develop a skin care routine.

A master thesis out of Karlstad University in Sweden found that men, from ages 15 to 45, are taking control of their appearance and hygiene and embracing ideas of self-care. Guys are buying products as a way to solve skin issues and boost self-esteem.

Working to solve skin concerns, if any, gives you a bit of control over them and helps you build confidence.

Skin care goes deep

Women have long used skin care habits and products as a way to ready themselves for the day or to decompress at night. Fellas should follow suit, if they aren’t already.

Even a simple regimen can become a part of what you do for your well-being. If you think skin care habits are frivolous or vain, then take a cue from f.c., blogger behind Simple Skincare Science. He’s a prolific male skin care blogger who battled years of skin issues and now shares his insights regarding various products and techniques.

He writes: “I urge you to remember that part of our skin journey is about practicing self-love.” Self-compassion is linked to how we treat and care for others, so you’ve got nothing to lose by being kind to your skin.