It’s mid-afternoon and I’m working in the office. My curly hair – contained in a plait this morning – is springing flyaways around my temples. The concealer under my eyes has started to collect in little creases, my eyeliner wings are fading and, one falafel bowl and many hot drinks later, the lipstick I swiped on this morning has all but disappeared. It’s a classic case of 4pm face: the phenomenon whereby one’s make-up, no matter how diligently applied, starts to dissipate after a long day and, like a mid-ranking Eurovision contestant, just can’t quite do enough to go the distance.

When I leave the house on working-from-office mornings, I do what lots of other people do: I add a few things I know I’d want to use on my face if, by some slim chance, the spectre of an unanticipated day-to-night scenario were to arise. Some lipstick to pat in, highlighter stick to liven up my post-meetings skin and a pot of concealer to swipe under my eyes. In short: I’m au fait with The Make-up Refresh™. Recently, though, I’ve seen beauty experts taking things a step further.

In defence of 4pm face: why your make-up doesn’t always need to last all day