Not sure where to start? Go from complexion then work your way outwards. The brand’s famed for somehow managing to incorporate skin-loving butters and oils (like murumuru and cupuacu from Brazil) to their powder bronzers and blushers, which blend like a dream and give the healthiest complexion. Their primers are second to none, and their Healthy Foundation does exactly what it says on the bottle.

When it comes to eyes and lips, prepare yourself for some of the most blend-able shadows in flattering nude shades to suit everyone, and organic waterproof mascaras that nurture lashes while making them stand to attention. And choosing between nourished lips or liquid lipstick is a thing of the past; with avocado oil and hyaluronic acid, theirs is both velvety and high-impact.

Go forth, read some reviews, and add everything to your trolley. It’s been about 20 minutes since Feelunique opened its virtual gates, so run – don’t walk…

Cult US brand Physicians Formula is now available on UK soil