There are some things you expect to share when you live with your significant other—streaming platform passwords, groceries, maybe even a upgrade to Spotify Duo. But lately, it seems that luxury skincare and haircare are making a case for going on the “joint account”, too. You splurge on that $100+ serum or salon-quality hair mask, only to notice it mysteriously disappearing faster than you can say, “Did you use my moisturiser?” Sharing isn’t new in relationships, but the growing trend of men dipping into their partner’s beauty stash is redefining how we think about our prized products—and the concept of “taking turns to buy” is becoming a playful negotiation.
With the rise of unisex beauty products, the line between “his” and “hers” is blurring. Brands are embracing sleek, gender-neutral packaging and universally beneficial formulas, making it easier than ever for men to confidently claim their spot in the skincare game. Few know this better than Aotearoa’s sustainable skincare brand Sans [ceuticals].
“’Now I need a second bottle for myself’ is a common sentiment from our community, after their CELLx 5 Lotion has been commandeered by their partner,” says Lucy Vincent, founder of Sans [ceuticals].
“Our Activator 7 has a history of mysteriously disappearing from the bottle… only for the culprit to be discovered as an overzealous partner — a no-fuss way to nourish skin on both the face and body, the multifunctional formulation makes for a great shave or beard oil too,” Vincent adds.
![Sans [ceuticals] CELLx 5 Lotion, $65](https://fq.co.nz/wp-content/uploads/2024/12/FQ.co_.nz_gallery_1080x1350_beauty-edit_Sans-ceuticals-CELLx-5-Lotion-819x1024.jpg)
For Kiwi beauty entrepreneur Sarah Inglis, her latest project Flint Skincare was born from continued frustrations to find something suitable for her husband: “everything was either overpriced, didn’t seem to be well formulated or smelled overpowering.”
“Men’s skin is about 20-25% thicker than women’s and has a tougher texture. It also contains higher levels of collagen, which decreases more slowly than in women. This means men typically show signs of ageing later, but once they do, the changes are more dramatic—resulting in deeper, more pronounced lines,” Inglis adds.
But it’s not just skincare. Chloe Zara Munro, founder of CZE Hair reveals that they “have received countless messages and emails from friends and customers telling us their partners/husbands/fathers love to use our Silk Wash and Silk Condition.” Adding “It’s a great all round, ultra nourishing shampoo and conditioner and has our CZE signature scent, which is most definitely a unisex fragrance of Pineapple, Saffron, Fig & Sandalwood.”
Below, we explore why men are drawn to our high-end beauty, the products they’re “borrowing” (or, let’s be honest, permanently adopting), and how couples can navigate this new era of shared self-care.
Multi-purpose skincare makes cents
The shift towards sleek, minimalist genderless packaging (think: Aesop, The Ordinary, Sans [ceuticals]) not only reflects changing beauty standards but also reinforces the idea that seeking healthy skin is universal. Why buy two when one high-quality product does the job for both?
As beauty products migrate from personal shelves to communal vanity trays, couples are rethinking how they budget for skincare. Editors confess that once their partners got hooked on their luxe serums and hair oils, conversations about “who’s buying next” became part of the routine. Some have even created informal “beauty funds” to ensure no one feels short-changed.
Whether it’s splitting the cost of a shared favourite or gifting a replenishment to avoid mid-week product shortages, balancing beauty expenses is becoming a new way to show love—and maintain glowing skin.
Beauty products that are better shared, apparently
We’ve rounded up the most coveted, editor-approved picks worth investing in—and, in some cases, doubling up on. You may even relate to one or two…
“There’s been a shift in my partner’s skincare game ever since I introduced him to a bit of TLC with my Estee Lauder Advanced Night Repair serum. Now, it’s firmly a part of his nightly routine. When female customers compliment his glowing skin, he’s quick to reveal his secret—no gatekeeping here!”
Georgia Bramley, FQ creative director
“There have been a few instances where my partner’s skin looked healthier than usual, sporting a—dare I say it —glow. Turns out he’s been slipping this serum into his regimen between shaves. The next one’s on him.”
Louise, FQ digital editor
“He’s a total sucker for anything that smells delicious – lathered his face in La Roche Hyalu B5 Serum on a nightly basis before he jumps into bed, a scent that’s hard to miss, caught red handed”
Vanessa Bathfield, FQ commercial director
“I think the gender neutral packaging appeals to him – plus it’s highly moisturising so works!”
Sarah Murray, FQ editor in chief.
“After he clocked that several of his mates were already onto Emma Lewisham, I noticed he began dabbling in mine.”
Georgia Bramley, FQ creative director
![Sans [ceuticals] Activator 7 Body + Hair + Face Oil, $75.](https://fq.co.nz/wp-content/uploads/2024/12/FQ.co_.nz_gallery_1080x1350_beauty-edit_Sans-Activator-7-oil-819x1024.jpg)
“One of the great 2024 revelations, quote-unquote, apparently. This product has been promoted to an absolute staple. Definitely factored into our fixed monthly expenses.”
Louise Dunn, FQ digital editor.
“I don’t know if he’s too lazy to purchase his own haircare or if he’s, again, sold by scent – but his hair is looking lush thanks to Kerastase!”
Vanessa Bathfield, FQ commercial director
![sans [ceuticals] Bio Active Body Exfoliant $57](https://fq.co.nz/wp-content/uploads/2024/12/FQ.co_.nz_gallery_1080x1350_beauty-edit_Sans-Body-Exfoliant-819x1024.jpg)
“Another Sans product that has been going down in record time after my partner trialled in at Hana recently.”
Louise Dunn, FQ digital editor.
