Men’s grooming and skincare products are more popular than ever. Today, many of the previous stigmas associated with male personal care products are melting away, and according to Allied Market Research, the men’s personal care industry is predicted to hit $166 billion by 2022. 

Men’s brands no longer need to portray stereotypes of masculinity to appeal to a wide male audience. Male celebrities from athletes like David Beckham to music stars such as John Legend are proudly sharing their grooming and skincare routines, reminding guys that personal care practices don’t need to be kept secret.

If there’s any doubt that so-called “macho men” are embracing the enjoyment of self-care rituals without shame, turn to Hollywood socialite and Instagram celebrity Dan Bilzerian. A peek at Bilzerian’s Instagram page and the first things you’ll notice are half-naked women, working out, naked women, sports, and more naked women. Oh, and you’ll also notice Bilzerian’s immaculately-groomed beard. 

Despite having only just arrived to the world of men’s grooming, Bilzerian’s brand Alister for Men in partnership with Twila True is already getting attention for its unique pheromone-infused formulas and sleek product design. And judging from Bilzerian’s Instagram page which boasts over 29 million followers, he’s pretty good at getting people’s attention!

Created with the vision of helping men look, smell, and feel their absolute best, Alister (playing on A-lister) aims to separate itself from brands like Axe, Calvin Klein, and others with the infusion of Pheroboost—a specially formulated scientific blend that claims to “adjust to the body’s natural chemistry,” “enhance production of natural pheromones,” “increase confidence,” and “boost physical attraction.”  

Alister products are also completely vegan, and cruelty-, sulfate-, and paraben-free. The collection’s current lineup includes body wash, cologne, shampoo and conditioner, deodorant, face wash, facial moisturizer, shaving cream, and more. We checked a few products out and while we were expecting the scents to be unapologetically over-the-top like Bilzerian’s digital persona, they were actually quite nice and nature-inspired. 

We had the chance to learn a little more about the collection from Bilzerian himself—here’s what he had to say: 

Your website states that Alister is “skin and body care designed for active lifestyles and adventurous spirits.” What does “active and adventurous” mean to you?

It means living every day to its fullest and enjoying everything that life has to offer. No matter where I am in the world, I make it a priority to stay active. Either I’m working out in the gym or I’m wake-boarding, hiking—anything. Every day is a new adventure. 

When you promote “Art of Confidence” as your brand’s tagline, what exactly does that mean to you? Is this something that guys usually lack in your estimatio, or could do with a spiffy upgrade in?

Stop apologizing about everything. Don’t try and fit into a politically correct box. These days people are scared all the time. Just do your own thing.

What's the best part about being Dan Bilzerian?

I’m constantly surrounded by the most beautiful women and successful people. I can travel all over the world and enjoy the best of everything.

We sense a strong, nature-loving vibe in Alister products. What was the inspiration? 

I couldn't find products I really liked. When I had the opportunity to develop a line of products that worked along with clean ingredients, I realized I also want to help someone build their confidence with the addition of pheromone boosters. 

What grooming regimen do you use when traveling?

 I use the everyday essentials: body wash, deodorant, and cologne. 

In your opinion, what’s the biggest mistake men make when it comes to grooming?

Men should be conscious of what they put on their bodies. Products with clean ingredients help you feel confident in your own skin.

Being a style and grooming icon, what are your thoughts on the battle of ‘clean-shaven vs bearded?

Just do your own thing. 

Any final message for your fans?

Use Alister. It will help you.

Lizzy Sherman is an award-winning digital content writer/editor. She has been a featured guest speaker at Cal State University Northridge, Digital LA and The National Association of Audience Marketing Professionals. When she's not writing, Lizzy enjoys yoga and playing guitar. Follow her on Instagram: @zillizy