You really don’t have to be the sort of person who shoots endless selfies to take advantage of this. (Although there was plenty of pouting into iPhones going on at the launch at The London Edition.) It’s a great – and super-affordable – light-reflective primer, which adds lots of flattering, line-blurring radiance, and also a hint-of-a-tint. We find that when we use it, we need less foundation because skin’s already half-way to flawless.

Pleasantly moisturising and skin-plumping, it comes in two shades: #06 Light/Medium and #07 Medium/Dark.

Not sure it’ll have us whipping out our phones several times a day to record how utterly gorgeous we look, but still: really rather good.

Rimmel #Instaflawless Tinted Primer/£6.99 for 30 ml at www.superdrug.com