Dwayne “The Rock” Johnson has never been shy about how important self-care is to him. Despite the celebrity’s hectic schedule, Johnson has been vocal about how he makes his physical fitness, mental health, and grooming a priority. Perhaps then, it’s only natural that the 51-year-old megastar of wrestling and acting is now branching out into skincare with his new personal care and grooming brand called Papatui. The entire collection of skincare, body care, and hair care products will be available to purchase in person and on Target.com beginning Sunday, March 10, and will include products like moisturizing body wash, bar soaps, face wash for dry skin, and even tattoo-care products.

The jump from acting to skincare branding might seem like a leap to some, but Johnson says his personal care regimen has been a hot topic for ages. “People have asked me about my skin care for years, and people know that I’m a big advocate for all men to take care of themselves, inside and out,” Johnson said in a recent press release for Papatui.

A nod to his Samoan grandfather, the name of the brand is the culmination of “Tui” and “Papa,” two nicknames his grandpa called him growing up that, when put together, translate to “Rock” in Samoan. “He was strikingly handsome, had beautiful skin, was well groomed, always smelled incredible, he was loved and respected by everyone, and on top of all that—he was also tough as hell,” said Johnson.

The initial Papatui product launch includes a variety of face, body, and hair products including the Awakening Eye Gel, Restoring Daily Facial Moisturizer, Enhancing Tattoo Balm, and 48-Hour Aluminum-Free Deodorant. The three hallmark scents include Sandalwood Suede, a proprietary “5-star resort & spa scent with a warm woody feel;” Lush Coconut, a luxe coconut and vanilla blend; and Cedar Sport, a fresh scent with energetic notes of cedarwood.

Each formulation in the Papatui collection, says Johnson, was carefully created by a team of leading industry experts and tested on “hundreds of real guys” prior to release, according to the brand. Quality and efficacy were of the utmost importance to Johnson, who continued on to say, “Men’s wellness will always be very important to me, and I’ve been lucky enough to have access to some of the best resources and minds when developing Papatui.”

Each product in the Papatui line costs under $10 and is available online now at Papatui.com.