The largest ratings and reviews website for men’s products has launched — XYstuff.com. The Canada-based platform has over 500,000 authentic consumer reviews.

Like its sister site, XYStuff is a destination for consumers to read and add reviews about products they use every day. There are also opportunities for men to try new products for free  from top brands including Axe, Nivea Men, and American Crew.

Ali de Bold, co-founder of ChickAdvisor, explains the need for the site, saying that men are focusing on their appearance now more than ever. “When we started back in 2006, women were overwhelmingly the decision-makers when it came to everyday household purchases. But we’ve been seeing a shift in the last few years,” she says.

Bold continues, “Men are not only increasingly sharing household decision-making and responsibilities, but stats show that men are becoming much more engaged with personal care. We saw this opportunity and wanted to give them their own place to research the best products.”