Think great skin is reserved just for women? Think again. The evidence shows that men are raising their standards when it comes to looking and feeling their best. In addition to diet, exercise and proper rest, men are adding skincare to their daily personal grooming routines. According to market research firm Mintel, total U.S. sales for the men’s personal care market hit $4.1 billion in 2014, up 6.7 percent from 2012, and is one of the fastest-growing segments of the industry.

A quick shave is no longer the standard for many men. Now more than ever, men understand that using the right skincare products can yield lasting results, and are willing to dedicate time to a regular skincare regimen.

Fortunately, healthy skin can be achieved in just a few minutes a day—literally. Simple steps can lead to great improvement in everything from wrinkles to dryness or redness. Here are our top recommendations for men’s specific skincare needs.

1) A good cleanser will do away with daily grime and keep razor burn in check. This will make shaving an easier job.

2) Consider exfoliating once or twice a week with a gentle chemical exfoliant to loosen dead skin cells, boost cellular turnover and smooth skin. The Silk Renewing Peel is an easy addition to any skincare routine.

3) An antioxidant rich vitamin C serum, applied before bed, will help keep skin in its prime and keep redness and inflammation at a minimum. Applying serum just two or three times a week can make a real difference (and feel great as well.)

4) Use a light moisturizer daily to nourish dry skin and keep wrinkles at bay. Make sure to keep close watch on any products that may clog pores or increase the occurrence of breakouts.

Believe it or not, sleep and diet also play an important role in men’s skin health. Be sure to drink plenty of water, get adequate sleep and eat plenty of antioxidant rich fruits and vegetables.