For those with sensory sensitivities, including some autistic people, textured beauty products can be particularly valuable. According to Bajaj, occupational therapists will often use “sensory integration techniques” that see them slowly introduce individuals to lots of different textures, so they can explore the ones they find soothing and improve their tolerance to sensory stimuli.

Far from a novelty, tactile beauty is giving the people what they want. It is true that in a world where social media is hugely influential on our purchasing habits, more brands are on a quest to create a ‘viral’ product. But ever since the isolation of the pandemic, consumer needs have shifted, and more of us genuinely are in search of sensory experiences that inject the soothing sensation of touch into our day-to-day.

When we’re scanning ingredients lists and trying to craft the perfect skincare routine, it can be easy to forget that beauty is ultimately supposed to be feel-good fun. As somebody who gets overwhelmed easily, these textured products are breathing some much-needed joy back into my daily routine. When you’re smearing on a moisturiser the consistency of honey or twisting up a jelly lip stain, it’s hard not to enjoy the process. And isn’t that the whole point?

Beauty products are all about texture right now – here’s why our brains love a multi-sensory experience, plus the best to buy now