A headline I wasn't expecting to write, ever.

It looks like budding entrepreneurs are focusing in on the genital-themed candle craze following the success of Gwyneth Paltrow's latest Goop product that apparently, smells like her vagina. The candle which went for sale on her wellness and lifestyle site sold out faster than you can say "sorry, what?", with everyone dropping 75 big bucks to get their hands on the scented product. Madness, we know. But it looks like her niche market is now being met with competition as a candle that apparently "smells like my penis" is trending. Now, it doesn't say who's penis the candle is supposed to smell like nor does it even give a list of ingredients but, the candle will reportedly set you back $100, making it more expensive than the vagina candle - the point they want to make. Apparently, the candle is to highlight the gender pay gap between men and women.

"This Smells Like My Penis candle costs $100 – that’s 25% more than its vagina-scented equivalent," the packaging reads. "That’s because even though it’s illegal in Canada to pay women less than men, the gender pay gap smells as strong as ever. ‘On average, women earn 75 cents for every dollar men make," it continues.

Finally, the candle reads that it's time to burn the pay gap. The candle's website also has an email signup to be notified of further information however, we're not sure if that's to do with the pay gap or the penis candle's sales, or both. Either way, it's a clever marketing tool and we hat tip to the creator, we're just eager to know more.