Just when we think our generation has reached peak beard trendiness, something new pops up and takes the look to another level. If a clothing brand made specifically for bearded dudes wasn’t enough, wait until you hear about the latest beard trend—beard transplants.

At first it may seem a little ridiculous, but it makes sense. Studies show that men feel more attractive and confident when sporting the rugged look. The beard transplant procedure ranges in cost per patient, but according to The New York Times, it can climb to upwards of $22,000 in some cases. Motivations range from a desire to look older to adding a masculine boost of confidence, and the trend shows no signs of slowing down.

According to the International Society of Hair Restoration Surgery, beard transplants grew from 1.5 percent of all hair restoration procedures performed internationally in 2012 to 3.7 percent in 2014. While still a small percentage, but it more than doubled in 2 years’ time.

While the gents with beard transplants might not be entering the World Beard and Moustache Championships anytime soon, it’s safe to say they’re successfully prolonging the trend.