It isn't just the flexibility, honesty and trusted formulas which are piquing the interest of beauty editors and influencers, though. The minimal yet Instagrammable packaging (featuring apothecary-style dropper bottles) and product names such as Super Jelly Cleansing Gel, £6.50, and SkinHit Soothing Serum with 10% Niacinamide + Copper, £5, is reminiscent of big-name brands such as Glossier and The Ordinary . Similarly, products are just as affordable and start at £5. In fact, nothing exceeds the £7.50 mark. Whether your skin bugbear is spots dryness or something else, it's easy to switch products in or out without having to commit entirely.