Cleansing, toning and moisturising isn't just for those with two X chromosomes any more.
The male beauty market has opened up big time, and it's high time we commemorated the growing industry by awarding MBEs for services to the beauty industry to a male grooming brand.
The co-founders of men's skincare brand Bulldog, Simon Duffy and Rhodri Ferrier, have received MBEs.
The pair first came up with the idea for Bulldog in 2005 after noticing that there were no straightforward skincare options for men who wanted products using natural ingredients.
The brand launched in the UK in 2007 and started to export in 2010, and can now be found in thousands of stores worldwide from Spain to South Korea and Australasia.
The London-based company has recently signed a deal to sell its British-made products Stateside. It has agreed a deal with Walgreens, America's fifth largest retailer.
Bulldog turned over £8 million in 2014 and forecasted £11 million in revenues for 2015.
The company has said a key part of its success has been understanding each separate market, which has meant developing bespoke German language packaging to support a nationwide launch with a major supermarket chain, and creating new products to meet local consumer trends in Korea.
The company has said: "One day we'd love to put a Bulldog in every bathroom in the world."
Wouldn't we all? Look at that little face!
Oh, you were talking about beauty products...