Self-care, skincare, wellness: the trends that have captured the mindshare, and wallets, of U.S. women are inching their way into the world of men’s grooming, according to a recent post by Stella Rising blogger Elizabeth Timmis.

Per Mintel, nearly half of men feel that self-care fuels their overall well-being, and the growth in their personal care products exemplifies that. This industry is expected to increase 7 percent through 2023, with skincare and haircare flourishing in particular. Deodorant, which commands 40 percent of the market, speaks to the main concern of most men: odor protection. That said, younger men care more about their appearance, and are largely driving shifts towards sustainability, customization, subscription boxes, and even makeup.

In many ways, brands like Harry’s and Dollar Shave Club started a revolution in men’s personal care. A new experience, fun marketing, and a fresh way of thinking—along with the inescapable trend of wellness—ushered in several behavioral shifts. Young men in particular are ready for change, and disruptor brands such as Hawthorne, Rabel’s Refinery, and Bevel are courting them with online experiences and an inclusive approach. Another contender for taking over his bathroom shelf is Amazon, with approximately one third of men who shop online choosing that retailer.