“Champions have no time for bullying” – it’s the tagline emblazoned upon the new line of products by the premium American cosmetics brand Kiehls – and it’s a statement Ben Cohen agrees with…and practically invented.

A representative for StandUp says, “Sportsmanship is about fairness, equality, respect and dignity. That’s why we have teamed up with Kiehl’s to offer this collection of adventure-tested sports essentials”.

The range of products included in the ‘StandUp Sports Essential Kit’ include a Cross-Terrain All-in-One Refueling Wash, a UV Factor 50 Skin Protector and a Facial Fuel Energising Moisture Treatment for Men.

Kiehls, which has over 250 stores worldwide, including one in Dublin’s Dundrum Town Centre, says “Every purchase of StandUp branded merchandise benefits the anti-bullying work and grants of the Ben Cohen StandUp Foundation. Shop the brand, support the cause, stop the bullying”.

StandUp has previously teamed up with sports giant Nike and underwear brand Bluebuck to create clothing and underwear to benefit the foundation. You can check out the rather handsome collection at the World Rugby Shop.

Ben Cohen has been doing good things for the gay community since – well, since he appeared in all his beefy glory on a rugby pitch in 1996 – but more directly since he founded the world’s first anti-bullying and anti-homophobia foundation in 2011, which he has focused on full-time since his retirement from professional rugby. The Outmost named him its Number One Straight LGBT Ally last month.

And what better way to finish off than a picture of Ben in a pair of his very own Ben Cohen StandUp boxers.