Seven Out Of 10 Men Steal Their Girlfriends' Skincare Products, Says A New Study

The research by beauty brand Olay found that 78 per cent would never buy their own dedicated skincare regime, happily taking a swipe from their partner's pot instead.

It seems blokes are bothered by complexion bugbears, too. The study showed men rate wrinkles, dryness, sagging skin, thinning grey hair and being overweight as their biggest beauty concerns.

And their reasons for 'borrowing' their other halves' lotions and potions? A third say they simply picked up the wrong jar from the bathroom shelf while a fifth are convinced women's products work more effectively than those aimed at men.

Jecca Black was founded by make-up artist Jessica Blackler after she noticed there was a lack of make-up for people transitioning. Now her range caters to all. "If I was just to focus on the trans community, then I wouldn't really be inclusive of everyone," she says.

British skincare powerhouse Childs Farm has also shunned gender-specific messaging. "I looked at the names of the deodorants I was hoping to buy for my daughter... Tease, Be Sinful, Minx and Play it Sexy.

"I also have a son and was fascinated to see what products were aimed at him - products called Force, Power, Control and Rise.

"This was the marketplace I was coming into when I decided I was going to create a unisex brand for my children," founder Sam Farmer wrote on his blog.

Others following suit include Korean skincare brand Panacea and US-based make-up line Fluide.