Every ‘millennial’ we know – that slightly annoying name given to anyone in their 20s and 30s, by marketing folk – is obsessed with the US brand Glossier, which was founded by fashion journalist Emily Weiss and has now landed here.

Think: lots of Instagrams of fresh-faced girls.

Think: minimalist typography and packaging. (Pink bubble-wrap pouch and D-I-Y stickers, anyone?)

Think: sales figures that have those marketing execs scratching their heads wondering how they can achieve something similar.

Being slightly above millennial ourselves, age-wise, we took a while to get around to trying the products. What did they have to offer us? But there is one particular skincare product – out of just five in this pared-down regime – which we’re kicking ourselves for not trying before.

The perfect choice for this time of year, when central heating has wreaked havoc on most people’s skins, this is a fabulous, fabulous antidote to dry skin. It’s deliciously luscious, rich in fatty acids, shea and murumuru butters, ceramides and more. There’s an anti-redness complex in there, too, and something called an ‘oxygenating agent’.

As the name suggests, Glossier Priming Moisturizer Rich is a great morning moisturiser (and will be till around April, when we advise you start to use a daily SPF.)

Definitely not just for twentysomethings, that’s for sure.

£29 for 50 ml - buy here