If you haven’t seen it already, then you must have been snoozing. There’s a mini-revolution happening within the beauty industry, blurring binary gender lines. Gentlemen: Skincare, makeup and all beauty products are no longer just marketed for women; rather, the industry is inviting everyone to the party.

You might be reading this and thinking, “What the actual hell is this kid talking about? Me in MAKEUP?” Well, yes!

The mainstream calls it taboo; it’s been considered “too feminine” for a man to even think of putting cosmetic products on his face. But makeup isn’t something that you should be afraid of at all. Have some unexpected dark circles under your eyes before your 10 o’clock meeting? Dab a little concealer on to hide them. Are your eyebrows anything but manageable? Invest in a strong-holding brow gel to keep them in place. Heading out for a night on the town? Swipe on some highlighter to stand out on the dance floor.

If you are big into online videos, you may have seen the rush of online male beauty bloggers like James Charles (the first male CoverGirl model pictured above), Ryan Potter and Patrick Star, to name a few. By offering a newfound perspective on the industry and techniques for creative beauty routines, these influencers have garnered millions of followers of all gender identities. And, with all of the political drama that has unfolded over the past two years, many members of the LGBTQ community have followed suit. For many, simply painting their nails or putting on eyeliner has allowed them to take a stance and redefine “normal.”

It’s time to embrace a beauty regime for us guys on a daily basis. Gentlemen, all I can say is, welcome to 2017—the land of the free and the home of the bronzer!