Not surprisingly, this latest flex culture has also birthed a booming business in elevating mundane personal care tasks. As well as aspirational oral care – designer dental floss, whitening pens and tongue scrapers – the beauty world has amped up SPF and you can even get an Hermès nail file that makes standard body maintenance more chic than choresome.

I’m all for it – in theory. But I also find myself questioning who is this all for? The extravagantly styled vanity tray placing a Loewe Marihuana candle just so in a shaft of morning light, alongside this peace lily plant and that obscure paperback. Is it just performative clout chasing, or does it serve a deeper, personal purpose? Perhaps it can do both.

Ornamental beauty: “Why the best beauty products are the ones that are a joy to use”