From make-up to tampons to that expensive wrinkle cream -- there's no doubt women spend more money on themselves than men.
But a recent survey in the UK found hard evidence of women paying more than men do for the equivalent products.
It found products marketed specifically at women were up to a staggering 37 percent more expensive.
It's been dubbed the 'pink tax' where there is a premium on products designed for women.
So how is this happening and what's going on with this gender price gap?
Story investigated to see if this price discrimination exists here in New Zealand as well.
Watch the video for the full Story report.