Urban Outfitters joins high street make-up brands

But where did it all start? H&M has been selling make-up for years - albeit not its best selling point - and they have now moved into the realm of organic skincare. M&S has also been offering shoppers beauty products. Its extensive collection includes everything from Autograph lipsticks and Per Una eyeshadows to well-priced foundations and skin care.

Most exciting though are the recent announcements. First, there were murmurings on blogs that Topshop was to launch a trend-led make-up range, which our Beauty Director confirmed last month. In fact, all the make-up used at Topshop’s recent Unique show at London Fashion Week was its own brand. You'll be able to see the products in detail in the May issue of ELLE on sale 7 April.

Last week Accessorize announced it was launching nail polishes and quick as a flash they were at every till point up-and-down the country. We've tried them - the colours are fab, perfect for summer, and they wear very well. And at £4 each you can't go wrong!

Now Urban Outfitters is set to launch a range of make-up in matte and glossy formulas, starting from a bargain price tag of £5. The range will be characterised by square, matte black packaging (pictured).

So how will these new ranges fare and which store will be next to take up the make-up baton? We can’t wait to see.