my husband is very reluctant to use any "girly" products; however, he developed almost a rash on his face because it got so dry and he has very sensitive skin on his face and neck. He finally agreed to try this very gentle moisturizer and now he asks me to order him more when he is running low. He also won't share and keeps it on his side of the bathroom. It makes his skin soft and reduces the redness. Wow, something a tough guy will use!