The Cruise-approved Zirh Skin Nutrition line gets a big boost from the Tim Allen film "Joe Somebody"

Celluloid Cinderella stories usually just feature girls (think Julia Roberts, Sandra Bullock, and Rachael Leigh Cook), but this winter’s best makeover metamorphosis is all guy. Joe Somebody‘s downtrodden Tim Allen gets a beauty boost compliments of Zirh Skin Nutrition ( Fans of the men’s grooming line, which uses ingredients like caffeine, marshmallow root, and St. John’s Wort, include David Schwimmer, Tom Cruise, Elton John, Fred Durst, and—the irony!—Chris Kattan, who lampooned the cosmetics in a spring Saturday Night Live sketch with guest Pierce Brosnan and Jimmy Fallon. But Zirh even has women embracing their masculine sides: Calista Flockhart, Sarah Jessica Parker, Pamela Anderson, and Whitney Houston have professed a penchant for products like Restore herbal undereye repair. ”We hear about women stealing the products from their boyfriends’ bathrooms,” says Zirh exec VP Brian Robinson, ”but the bottom line is that our products are fairly inexpensive compared to women’s cosmetics.” Who needs Old Spice?