Discovered by legions of women, it is now Waitroses’s bestselling skincare product

Last night, on the way home from work, I took a detour to my local Waitrose and made a beeline for the baby products in search of the store’s own-brand Baby Bottom Butter.

“Naturally pure for relaxed and pampered babies”, it has officially become Waitrose’s bestselling skincare product, outselling every skin cream, moisturiser and anti-ageing lotion the store sells, thanks to the legions of women who have discovered it is actually wasted on a baby’s bottom and better redeployed on their own facial cheeks. And all for the bargain price of £2.54.

Usually in these circumstances I frown on this sort of hype – but it’s all true! After years of searching for the ultimate facial cream, dabbling in Dr Haushka, REN, Eve Lom and myriad expensive numbers, I fell upon BBB several years ago and never looked back. For those of us with very dry skin, its combination of chamomile oil, olive oil and vanilla really is the holy grail.

The downside is that last time it got this kind of publicity (in 2008 when it became a hot topic on the net), you couldn’t buy a pot for love nor money.

So, sorry if you were one of the poor unfortunates I elbowed out of the way on the baby aisle yesterday, but the secret’s out and I’m afraid it’s every woman for herself.

Life and style | guardian.co.uk