In the age of Instagram Stories and Snapchat, it will come as no surprise that the male grooming market is booming. Once upon a time, people only needed to look good when the occasion arose. Now, every moment is an opportunity to be captured and broadcast to hundreds, if not thousands, of people.

The cringeworthy ideal of the “metrosexual,” a man with the sheer audacity to take pride in his appearance, is long dead. Put simply, there are guys who care about looking good and guys who don’t. But if you’re all-in, doing so has become a 24-hour job.

Staying fresh isn’t always easy, particularly if you’re a city-dweller who is constantly on the go. With so much product on the market, choosing the right one can be a headache. For many, it’s often a process of trial and error — buying goop after goop and cream after cream before settling on whatever “does the job.” Such a method is not only costly but, let’s face it, a pain.

Enter SEB MAN, a new, no-nonsense brand for versatile men.

Comprising 12 haircare, styling, and grooming items, SEB MAN is made for men who value convenience, simplicity, and quality. They’re travel bag essentials for men from all backgrounds, whether you’re a skater or a pen pusher.

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The Player will help you achieve the perfect Rockabilly cut ? ? link in bio to discover the cut step by step #SEBMAN #Undefinable #rockabilly #manhair #hairstyle #haircut #grooming #menstyle

A post shared by SEB MAN Official (@sebmanofficial) on Jan 15, 2019 at 10:00am PST

Products include The Multi-Tasker, a three-in-one hair, beard, and body wash made for all hair types; The Hero, a versatile liquid wax that keeps its hold round the clock; and The Groom, an aromatic grooming oil made with grapeseed, jojoba, almond, and argan oil that will inject life into even the most anemic-looking beard.

To celebrate the launch of SEB MAN, Highsnobiety was invited to an exclusive grooming and styling experience at the regal Garage Italia in Milan. There, young professionals from all walks of life came together to celebrate the line. Faces included model Billy Huxley, world champion BMX rider Matthias Dandois, and vintage collector Denny Balmaceda.

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Our Seb Men seem to be having a lot of fun at the #GroomingGarage ?? #SEBMAN #UNDEFINABLE

A post shared by SEB MAN Official (@sebmanofficial) on Oct 9, 2018 at 8:59am PDT

SEB MAN’s global creative artist Aiden Xydis was also in attendance, and he spoke of the importance of being bold when it comes to self-care. “My secret tip? Just try new things,” Xydis told Highsnobiety. “Grow it out, mix it up, try new products. Don’t fall into a rut or get comfortable because that, to me, is boring. It may look good, but how do you know what’s going to be good unless you try it? If you grow it out, shave it off. Do something fresh and new.”

That’s a view supported by SEB MAN grooming expert Pierre Heinemann. “Male grooming habits have changed massively in the last few years,” Heinemann says. “More and more men start to invest time in their beauty routine and are not afraid anymore to be called feminine for it. Beauty care can also mean manhood.

“SEB MAN [has] all the essentials you need in one range,” he adds. “The fragrance is modern and the product performance fits any style you want to create. There is no limit.”

So go forth, young man, and look as good as you damn well like.

For more on SEB MAN product, check out their grooming guide or follow them on Instagram for immediate inspo.

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