The middle member of the Jonas Brothers hopes his partnership with antiwrinkle injection brand can help men be more open about their skincare and grooming.

AceShowbizJoe Jonas has partnered with Xeomin, hoping to reduce the stigma around men’s grooming. Recently named the celebrity brand partner for Xeomin – the FDA-approved antiwrinkle injection, the 33-year-old singer wants to encourage other men to look after their skin and be open about their own treatments.

“It’s something people obviously do and maybe they shy away from talking about it,” he told WWD. “It’s everyone’s choice if they don’t want to speak on it and that’s totally fine, but I think it doesn’t need to be something that has to be a secret. I hope to encourage people to feel like it’s not a big deal for them, meaning they don’t need to be nervous about speaking about how they take care of their body.”

Joe also explained that he got involved with the company because after recently turning 33, he decided that it was time to start taking better care of his skin.

He said, “I’m getting older, seeing more frown lines, so [Xeomin] was an option that I thought was really intriguing and I loved the result – I felt like it wasn’t overwhelming. It’s nice to be able to speak about this skin care option. I wanted to understand more about it and learn more about the ingredients.”

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