Scott Lazerson's bathroom looks like his wife took over. But this beauty booty is actually his.
"Everyday I am cleansing my face. Once a week I'm putting a clay mask on," said Lazerson.
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He says these products help him put his best face forward. He's not alone! Made-for-men grooming products are expected to hit more than $3 billion by 2016, up from an estimated $2.6 billion this year.
Jesse Ashlock with Details Magazine says men today simply want to look and feel their best.
"You can gain a personal and professional advantage by paying attention to these things," said Ashlock.
From the drugstore to specialty and department stores, men's beauty brands are taking up serious shelf space, with everything from anti-aging potions, moisturizers and scrubs, to lip balms and shaving oils.
"The market is booming and there's a ton of good things to choose from, and I think that's because the desire is there," said Ashlock.
"My wife loves that I love skincare products. She gets to be the recipient of everything I bring home," said Lazerson.
Some men are even stocking up on makeup. Think tinted moisturizer, concealer and anti-shine powders and gels.
"They're not like makeup in the way that women use makeup, but they'll do something to smooth skin tone, obscure a blemish, get rid of tired eyes, in a way that nobody out there will know that you're wearing makeup," said Ashlock.
At Macy's, bronzer is a top seller.
"A lot of the great bronzers out there don't turn your skin orange. You have some control over it," said Durand Guion, the Men's Fahion Director for Macy's.
For many, the beauty of these products is that the word "makeup" is never actually used. Instead, you'll find masculine names like "facial fuel," "urban camouflage" and "electric shave enhancer". And it's not just the names that are being made more masculine.
"What we're really seeing is a shift towards packaging that is black, matte, silver. We're seeing terms like 'bold' or 'platinum' being used, so certainly there is a marketing angle to make men feel more comfortable," explained Guion.
Lazerson says his skincare regimen is nothing to blush about.
"I really, really believe that doing something daily for my skin has definitely made me look younger," he said.
Today you can even find subscription-based beauty services for men like Birchbox. For a monthly fee, samples of grooming and lifestyle products are sent straight to your door. It's available for women too.
In the meantime, here's an interesting fact. Research shows men are more brand loyal than women. Experts say it's all about convenience.