When it comes to beauty routines, men have often remained decidedly low-maintenance. But there's a major rise in two-way equality and, with that, many are choosing to embrace their inner metrosexual and take better care of themselves all around. Some great brands are totally on board with this idea, too—in addition to good old basic (and effective) products, they've been introducing tons of specially formulated products and exclusive men's lines that cater to guys' individual needs (especially when it comes to skin and facial hair). As long as they can still get ready in under 20 minutes, there's no major shift in the universe besides a little better grooming.
Clockwise from top left: The Soap Works Clay Soap, Buck Naked Soap Company Post Shave Restorative Toner, Etikally 'The Gentleman' Toiletry Bag, Kiss My Face 4 in 1 Shave Cream, Wild by Herban Cowboy Maximum Protection Deodorant, JĀSÖN Powersmile Toothpaste, Preserve Shave 5 recycled plastic razor