There’s a grooming boom happening right now. It seems like everywhere you look, there’s a new shaver or salve out there promising to address the many grooming conundrums that men tackle on a daily basis. Researchers estimate that by 2025, the global men’s grooming market is projected to reach upwards of a whopping (USD) 81.2 billion. Brands have started to take note that the conversation around grooming (and to a larger extent, traditional masculinity) is opening up as men become more comfortable talking about, well, taking care of themselves. And we don’t mean a level of hygiene and care that is considered the baseline of grooming standards today but a purposeful (sometimes self-indulgent) dialogue around self-care that has allowed men to become more comfortable in their individual expression. 

But while storefronts and our social media feeds may be inundated with the increasingly larger selection of brands and products to choose from, it’s safe to say that some are objectively better than others. With over 80 years of history in grooming, Philips has been a trusted leader in the category that continues to innovate its offerings to give men the best for their skin, hair, and more. Take, for instance, the Philips S7000.

Traditionally, brands have tackled men’s grooming issues with a one-size-fits-all approach. As the industry has evolved, however, they’ve acknowledged the diversity of problems that men experience. Skin irritation is one that the Philips S7000 promises to help out with. Unlike the standard manual razor, the connected shaver provides an intimately close shave without destroying your skin. The protective SkinGlide coating is a layer of micro-tech beads between the shaver heads and your skin that minimizes irritation and reduces friction by 25 percent. The Philips S7000 SkinIQ technology can also sense your beard density and adapts its power usage accordingly for a more consistent and uniform shave. With 45 self-sharpening, high-performance blades and motion-sensing technology to encourage more efficient shaving techniques (think fewer passes, less irritation), the shaving experience suddenly transforms from a chore to an enjoyable self-care ritual. 

For those who enjoy data analysis and feedback, the Philips S7000 is also unique in that it offers users the ability to get adaptive advice to tackle specific skin issues (razor burn, redness, in-grown hairs) through the connected GroomTribe app. Do you really need an app to shave, you ask? Probably not, but the added feature was developed in conjunction with dermatologists to provide men with more tools to approach a (sometimes daily) routine with more efficiency and effectiveness. With each shave, the app tracks your movement and provides advice for the best results—a customized plan made to boost your skin and self-confidence. For the skeptics, it’s a feature that is certainly worth giving a try. What do you have to lose, otherwise?

Finally, for those hard-to-reach areas or parts that require a little more accuracy, the built-in precision trimmer helps you finish off your mustache or sideburns for a polished, barber-like look. 

As traditional notions of masculinity open up, men will continue to embrace their individual expressions of style, and that largely includes their grooming rituals. It’ll be essential to have the necessary tools that contribute to an enjoyable self-care experience—the Philips S7000 should be part of that. 

The Philips S7000 retails for $199.99 and is available at Amazon, Bed Bath and Beyond, Best Buy, Centre Du Rasoir/Personal Edge, Hudson’s Bay, London Drugs, Jean Coutu, Shoppers Drug Mart, and Walmart.