The latest viral social media post sending everyone so misty-eyed they're struggling to hide the Facebook screen when the boss walks round concerns the fun of make-up shopping – granted, not usually the source of a heart-warming tale.

The post in question was apparently submitted by a follower of the Love What Matters page, who described seeing an elderly couple shopping in the cosmetics section of what looks to be a supermarket.

When the wife started to have the minor panic we all know and love when faced with selecting the right shade from a rainbow of new options, the post reports the husband was “unbelievably helpful” in calming her down and pointing her in the right direction.

The page describes itself as dedicated to “inspiring personal stories of love, hope and what matters most […] We celebrate love in all forms.” Judging by the almost 1,200,000 likes and more than 433,000 shares the picture has had since it was posted just two days ago, seems that's a formula we're all very much into.

See the post in full below, and visit the page here.

See why this picture of a couple shopping is lighting up the internet