A daily hit of the most stupendously brilliant things to land on the beauty desk. This is survival of the fittest

If something says it tightens skin in less than five minutes, it’s like a red rag to a bull. And when it has the words ‘instant’ and ‘lifting’ in the title – like this – well, you can’t resist being lured in.

I duly slathered a pump or two over one side of my face, slightly sceptical about the whole idea, and was honestly quite overwhelmed. In all seriousness, one side of the face looked completely different. The better half was, well… lifted. And tighter. And more defined. Without a shadow of a doubt.

Smells slightly fruity too, which is the apple and raspberry complex that helps to tighten skin. The effect lasted for yonks as well (read: nine hours). 

Novexpert Instant Lifting Serum, £34 at Novexpert