Finally, a refresher towelette for men and their most treasured region: Nadkins.

Nadkins is a new cleansing wipe for men dubbed “Male Jewels Refresher Towelettes.” After all, a guy can’t make it through a day with sweaty balls, right?

Wet nap for the crotch

The towelettes are “100% natural, non-toxic towelette specifically formatted for a man’s most sensitive area.” But of course. What guy wants a lavender scented and toxic wet nap schmeared on his crotch? After wiping down the area, users will get a “cooling and refreshing feeling without any irritation,” according to the press release. It also removes dead skin and helps protect against added aggravation.

Hardly something new

Nadkins, which is a new brand from Manager Inc., is one of the few brands aimed at this small but growing niche. Other products released in recent years such as 2009 Fresh Balls brand liquid soap for masculine cleansing and the 2013 Depend pads aimed for light bladder leakage for men show an increasing interest in this sensitive market. Now manliness can be added to the age old proverb “cleanliness is next to godliness.”

In the past, the men’s hygiene market has been widely overlooked. Umm, let’s not discuss Woody Wipes. And I having none of Mangroomer Biz Wipes, a drugstore gem that provides “a masculine executive scent.” Then there’s Niche from Birchbox. These things can also be used on a guy’s face. If it’s safe for your penis, it’s probably great for your cheeks, I presume.

Mad dogs and Englishmen love it

If mad dogs, Englishmen and dancing whistling men love it, well you should too. Displayed proudly in a 46 second video, those sensitive areas are apparently quite thankful for the release of Nadkin’s new Male Jewels Refresher Towelettes.