Unbeknownst to many, Dwayne “The Rock” Johnson has emerged as an unexpected authority in the realm of skincare.

With a diverse repertoire as a wrestler, actor, director, and devoted father, as well as being crowned the Sexiest Man Alive in 2016 and an avid fanny pack enthusiast, Johnson has added yet another title to his list: creator of a celebrity skincare brand.

Introducing Papatui, Johnson’s inaugural line of men’s personal care products, encompassing skincare, haircare, body care, and tattoo care, formulated with cleaner ingredients and prioritizing performance. What’s more, each product comes at an affordable price point of under $10.

According to Johnson, the inspiration for Papatui stemmed from conversations held in an unlikely venue—the gym. Despite freely discussing topics such as workouts, recovery, trucks, cheat meals, and favorite movies, Johnson noticed that skincare always seemed to be whispered about privately.

In an exclusive interview with PEOPLE, Johnson expressed his mission to normalize skincare for men and foster open conversations on the topic. With Papatui, he aims to encourage a broader dialogue on skincare and grooming, emphasizing accessibility alongside quality.

Over the course of three years, Johnson assembled a team and immersed himself in learning about clean ingredients and scent profiles. His dedication to self-care, both internally and externally, drove him to create products that offer exceptional quality while remaining affordable, catering to the needs of consumers.

The name and foundation of Papatui are deeply rooted in Johnson’s personal experiences. Drawing inspiration from his Samoan heritage and the influence of his well-groomed and fragrant grandfather, who was a professional wrestler, Johnson incorporated the nickname “Tui” and the term “Papa” to honor his role as a proud father to his three daughters. Significantly, “Papa” also aligns with the Samoan word for “rock,” completing the serendipitous connection.

While Papatui was initially designed for men, Johnson emphasizes that every product is unisex, and even his wife, Lauren Hashian, uses them.

During his skincare journey, Johnson received valuable advice from his close friend and actress Emily Blunt, who introduced him to the benefits of toners. Initially skeptical, Johnson eventually embraced toners, recognizing their ability to improve complexion and minimize pores. Feedback from Blunt and other loved ones played a pivotal role in refining his skincare routine.

To ensure a luxurious olfactory experience, Papatui’s three scents—Coconut Lush, Sandalwood Suede, and Cedar Sport—were meticulously crafted in collaboration with renowned fragrance house Firmenich and perfumer Frank Voelkl. Notably, the scent that captivated Johnson, Santal 33, served as a source of inspiration and was created by the same perfumer.

In a nod to his own past experiences as a fragrance enthusiast, Johnson incorporated a unique feature into the soap packaging. Each bar of soap is equipped with a small hole that allows customers to catch a whiff of the scent before making a purchase, reminiscent of Johnson’s past escapades of opening packages in drug stores to sample fragrances.

With Papatui, Dwayne “The Rock” Johnson has emerged as an unexpected authority in the world of skincare, utilizing his business acumen, personal experiences, and dedication to self-care to create an affordable and inclusive line of products that encourages open conversations about grooming and skincare.