Only when I spend time with a highly-groomed New York native, do I realise the charming little beauty colloquialisms that set us and them apart. Those beauty persuasions that tribes of New Yorkers cherish – weekly blow-outs, lip gloss by the bucket – that, as a nation, we’re quite indifferent to. Whereas, of course, give us a red lipstick and we’re on cloud nine, while most of our transatlantic sisters will save it for date night. 

The same innate differences exist in regards to beauty brand obsessions too. Namely, Weleda: a natural skincare brand that’s reached a sort niche, cult status over here, but is absolutely stonkingly huge in the states. Every New Yorker I meet is completely crazy for the stuff. It’s less of a treat, and more the stuff of life, like kale or granola. 

Weleda’s best-loved product stateside is Skin Food, £4.95, a does-it-all skin saver that I’ve seen pulled out to daub on elbows and hands before lunch in New York’s Balthazar. It’s got that sort of soothing, massage-like smell that instantly makes things better, but really, its success lies not only in its multi-functional capabilities but also in its impressive heritage: the formula hasn’t changed since 1926 and is 100% natural. You’ll also find it stashed in the beautiful leather totes of Victoria Beckham, Rihanna and Kate Hudson. And yet, to look at it, it sort of looks like something you’d find in the bathroom of a hippy commune. It's so much better than that, though.

Someone, somewhere buys a tube of it on Amazon every hour. And at that price, is it any wonder?