The popularity of magical products may also be linked to our age. “This generation's interest and excitement about magic grew up with Harry Potter and Manga. They love unicorns, believe in crystals, the supernatural, meditation and other esoteric stuff such as Tarot and astrology” continues Solowij’. On a deeper level, it also appears to be form of escapism. “We’re living during a time that is unnerving – the recent economic crisis, global warming, terrorism, the refugee crisis. To many, the world seems spinning out of their control. Millenials see the world moving in a direction that is frightening and the idea of magic provides an escape”, explains Beauty Psychologist Dr Vivian Diller. The sense of childlike wonder that the idea of magic conveys also takes beauty fans to a world that is less knowing and cynical. In an overwhelming digital world where we constantly reinforce everything with imagery, that is a very appealing idea.

However, there is caution to be had with beauty’s new fairytale. “Promises of magic can lead a consumer to desire a product, but only real results will make consumers feel good and special in the long run. Broken promises actually make women feel duped, so brands have to be careful about making ones they can’t keep,” warns Diller. You have to wonder, why brands aren't allowed to claim a cream will reduce their wrinkles without evidence yet there are no rules when it comes to magic. Soweji feels a more light-hearted approached is best. “Magic is a belief, rather than a claim and adds an element of imagination for the consumer”. Only time will tell whether we’ll get bored of beauty’s new tricks. As for right now, with all its promises of magic and mysticism, the beauty world has us completely spellbound.