She points to the recent viral success of Dame Pat McGrath’s wild creations at the Maison Margiela spring haute couture show on 25 January, featuring models with unbelievably doll-like skin, as an example.

Olufemi adds: “The legend herself has since revealed how she achieved the look, but before then, all over the world artists and make-up lovers were testing and trying out their own methods and techniques to achieve that insanely dewy skin. It was a real unifying moment in make-up history for online creators, artists and everyday make-up lovers alike.”

Anna Waletzko, cultural analyst at consumer insights agency Canvas8, explains: “As trends like the clean girl aesthetic became more popular, there was a sense of homogeneity as everyone started to look eerily similar. And that’s because when you look at minimalism and the ‘clean girl’ aesthetic, there’s a clear wrong way to do it: your hair isn’t slicked back enough, your nail polish is chipped.

“As the lid lifts on that pressure cooker of perfectionism, people are realising that embracing imperfections fosters a sense of playfulness. It adds character to the look. Make-up artists like Katie Jane Hughes do a great job of bringing that sense of reality back to the process. When Katie shares a tutorial for a glossy lid and she tells you that it’s going to crease, there’s no way around it, that’s just how it is. Perfection is out, realism is in.”

Barber agrees that the pressure of perfection is giving way to this new rebellious mood so many of us are in.

“I think that this movement is a knee-jerk reaction to the last 10 years of being bombarded with beauty ideals,” Barber says, “from the Kardashian and Love Island aesthetic to the wave of no-make-up-make-up which only really worked if you were already physically perfect. The ‘clean girl’ aesthetic is very misleading. It tends to be associated with celebrities claiming to be make-up-free, but in reality, it’s a result of multiple facials and the meticulous skills of a personal make-up artist. The clean girl needs an entire team. Perhaps it’s the ‘dirty girl’ who holds more allure? She’s much more free and far less scrutinised.”

This isn’t to say that minimalism is going to vanish completely in the beauty world.

Olufemi says: “I think many people still really appreciate the super minimalistic style in their everyday lives, but I think we’re going to see fewer iterations of what is, let’s be honest, the same look. ‘Tomato make-up’, ‘strawberry make-up’ and ‘I’m cold make-up’… I mean, come on… really?

“We’re tired of being safe” – fun, experimental maximalist beauty is taking over