While it may surprise some of us, men’s skincare product sales are booming. The industry has experienced a strong growth with men becoming more and more interested in skincare, including in the area of anti-aging.

According to Forbes, last year alone, men’s skincare product sales jumped by 11%, outpacing growth in all other men’s grooming categories including bath and shower, deodorant and hair care. In total, men spent a total of $6.9 billion in the U.S. on grooming products last year, Euromonitor data shows.

Forbes reports that more than one-third of American dads — and the percentage goes up to about two-fifths among those with two children — say they care about preventing the signs of aging, compared to 23% of men without kids, according to a Mintel study released this week that surveyed about 1,000 male personal-care product adult users in the U.S.

So what does this mean for the industry? Expect to see an increase in the number of men’s skincare products on store shelves and advertising aimed at this increasingly important group of consumers.