We think Jo was probably the first journalist to try this, after its launch dinner (also a celebration for 20 years of Liz Earle Naturally Active Skincare, which saw Liz blowing out a beautiful turquoise-iced cake…) She scooted home to her London bolthole, cleansed – and promptly fell head over heels for this serum. (She’s now on her second bottle, a few months in.)

Silky and soft, it is – like the rest of the Superskin collection – bliss-to-use, delivering a cargo of anti-ageing botanicals including pomegranate flower (to boost collagen), rhubarb extract (for hydration), olive tree extract (which calms skin) and Persian silk tree extract, which could well be the explanation for its instantly radiance-boosting powers.

‘From the first morning after I used it, there was a brightness to my skin,’ explains Jo. (Liz had the same experience.) ‘I’ve always had a tendency to redness, but this seems to be slightly diminished – and all I can say is that ever since I’ve been using Superskin Serum, people have been telling me I look well. And I can’t argue with that…’

She’s hooked. And we’ve a hunch you will be, too.

Liz Earle Superskin Serum/£48 for 30ml at www.lizearle.com