Improving the functionality of men’s products could increase sales.

Men might not always like to admit that they have a skin care regimen, but according to new research from Mintel, some 58% of men aged 18-24—and 63% of those 25-34—say they use a facial moisturizing product. This is in stark contrast to the 32% of those aged 55-64 and 29% of men over 65 claiming to do the same thing.

The Mintel report predicts that the men’s personal care market will reach $3.9 billion for 2013, enjoying growth of 15% since 2008.

 When it comes to personal care products, men are nothing if not loyal. More than half (52%) report that they tend to stick to the same brands of toiletries and grooming products. In addition, 34% of men like to smell their personal care products before buying them and 20% favor 2-in-1 products to save time.