Photograph by Getty Images
By Shivani Vora
June 26, 2015

When it comes to buying high-end products for the face, women may always outmuscle men, but male consumers splurging on luxury skincare products in the U.S. is a growing trend: according to the Chicago-based market research company Euromonitor International, they shelled out $89 million on premium skincare in 2014, nearly doubling the $47 million they spent a decade ago. That number is expected to grow even more, to $129 million in 2020.

Euromonitor analyst Tim Barrett says there is less of a social stigma today for men to take care of their appearance and those who have the money are willing to spend it on expensive beauty lines. “Shaving has always been the cornerstone of men’s grooming, but that’s changing now that there isn’t a perception anymore that skincare is strictly feminine,” he said.

Only a few of the pricey creams, balms and serums on shelves are created exclusively for guys; they’re by brands that market to both sexes and are being scooped up mostly by millennial men who have no shame in forking over triple digits to look younger, more buffed, or achieve whatever else magic result these potions promise.

Totaling in price at nearly $1,200, here are five of the latest ones to hit the marketplace.

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