A face powder that casts features in a soft focus is flying off Amazon's virtual shelves.
It's not a hot new wonder product from a big name beauty brand though - it's 'grandma's favourite' Corn Silk, a £6.89 loose powder that first came out in the 1960s and has now been appropriated for the selfie generation thanks to its ability to give a photo filter-like glow.
It's not the only golden oldie beauty product to make a comeback, see what gives these five boomerang beauty icons their enduring appeal...
Cornsilk Satin Loose Powder
This vintage powder has sold out at Boots and is currently topping Amazon's list of best-selling face powders. Positive reviews posted by customers over the past few months have included descriptions of the powder as giving a "youthful glow" and make-up artist Aimee Adams told The Daily Mail that it is increasingly being used as a pre-selfie powder for its Instagram filter-type glow.
British make-up artist Nina Ubhi said of the classic: "Although the powder does have a wheatish colour to it, it doesn't show up at all on skin so I still had my natural colour without any added greyness that most coloured powders give to tanned skin."
Another classic beauty wonder that also boasts an old school price tag (£4.49), Pond's Institute Cold Cream Cleanser was created in 1907 and still has millions of loyal fans across the world who swear by the super-rich make-up remover.
One of those fans is Kylie Minogue, who said of the product: "It's really changed my skin. It's all I really use to look after my skin. It's such an old classic ... My mum uses it and it really does work. It's made such a difference."
Aqua Manda perfume
Last year the smell of the '60s returned in the form of Aqua Manda and its ever-so retro brown floral packaging.
The scent was originally launched in the '40s but became a bestseller in the '60s and '70s. It relaunched after a successful Facebook campaign by fans who were paying up to £80 per bottle for the scent, which is a distinctive blend of mandarin, ginger, lavender, patchouli and cinnamon oils with notes of eucalyptus, tarragon and juniper berry.
Rosebud Lip Balm
Lip balm, believe it or not, has been around since 1892 and many people believe the original - Smith's Rosebud Salve - is still the best.
Beyonce is a fan. In 2011 she told Allure: "I love the Rosebud Salve in the blue can. I wear it with my lipstick. I did this trick last summer, when I was on vacation: I used it to prime my lashes before curling. It was like a natural mascara. It made the lashes hold the curl and look shiny. I use it for everything!"
Revlon Red Nails and Lips
Revlon pioneered opaque coloured nail varnish in 1932 and seven years later launched the game-changing duo of matching nail varnish and lipstick in a range called Matching Lips and Fingertips.
Revlon Red was one of the most sought after colours from the range back then and is still one of the company's most popular products.