From plumping moisturisers, intensely hydrating serums to all-encompassing sheet masks, it isn't unusual for make-up artists to spend up to fifteen minutes prepping and priming skin before piling make-up on the models during Fashion Month.
And it seems the idea of perfecting bare skin before even thinking about foundation or concealer is one that Urban Decay are championing as the next biggest trend in beauty, thanks to the launch of their Rehab Make-Up Prep collection - a 6-strong product line which boasts gels, peels, polishes and masks to reiterate the idea that no matter how expensive your make-up collection, it is always smooth and seamless skin that makes the perfect base for any look.
Here's what to expect when the drop lands on April 13.
Hot Springs Hydrating Gel, £22
With Encapsulated Water, this gel instantly hydrates skin, but thanks to the lightweight texture, it won't cause your foundation to slip or slide - even in the heat. A summer staple for sure.
Pore Refining Peel, £24
Packed with plant extracts, this super-satisfying peel-off mask minimizes the appearance of pores, leaving you with a seamless, Instagram-worthy complexion - no filter needed.
Lip Love, £11
With a megamix of intensely nourishing Shea Butter and Coconut Oil, this creme will keep lips from drying out even under matte lipstick.
Pretty Gritty Skin Polish, £22
Vitamin C in this new scrub not only acts like an apron against free radicals like grime and pollution, but it helps to slough away dead skin cells and stimulates collagen production. Rosehip Seed Powder soothes and reduces redness, so you can skip the colour corrector.
Oxygenated Bubble Mask, £22
They made their debut on Instagram first, but bubble masks are now set to be part of your skincare routine. After making you look just a tad silly, this one will lend skin a lit-from-within glow - we're totally willing to compromise!
Moisture Layer Eye Roller, £20
Hyaluronic acid in Urban Decay's Eye Roller acts like a moisture magnet which means plumper skin and therefore less lines around the eye area.
Now, in spite of the huge buzz, this isn't actually Urban Decay's first ever venture into skincare, but on top of the news, the brand have announced that they will be reformulating lots of existing products - such as the infamous Dissolving Spray, Lip Oil Stick and Cleansing Oil Stick - in time for the sparkling new collection's official launch on 13 April - and according to Instagram, it's just the beginning.
It might be time to clear space atop your dresser...