I love make up. I love discovering new make up. I love discovering new make up brands. I love it all, ok? I was already aware of Charlotte Tilbury, after all, she’s hung out with Kate Moss and co. and then last year she launched her eponymous make up range and she went global. For good reason. Here’s why:

Charlotte had already masterminded Tom Ford’s brilliant make up range.

She branded brilliantly with glamorous gorgeous 1920s, 30s, 40s and 50s inspired packaging. What woman wouldn’t want to whip out a rose gold lipstick bullet? Or a gold compact that harks back to those inlayed with enamel? Genius.

She’s created a range of foolproof eye make up that works with your eye colour, e.g. two eye crayons for blue eyes, two for brown, two for hazel and two for green.

She’s appealing to the busy woman with multi-use products, e.g. Filmstars On The Go – a compact with two cream shades – one for eyes, and one for cheeks and lips.

But the biggest seller for me are her ten looks. In a nutshell, she’s created ten distinct make up looks (a wardrobe of looks, in her words) from the rock chick to the ingénue, each with their own toolkit you can buy to recreate the looks, and each with options to play down the look for the day or ramp it up for the evening. Now that really is genius. Genius marketing that is. And a genuine brainwave.

In a video interview with Sali Hughes (sorry, I know I bang on about her, but she is good) she lets viewers behind the scenes, and even in her own dressing room, she has a drawer with ten labelled make up bags, and depending on her mood, her day, the weather, you name it, she picks her look, opens her chosen bag and wham bam thank you mam, she’s sorted. It’s such a clever idea, and let’s face it, you don’t always want to wear the same make up day in day out, and sometimes, if you do, five years down the line, you realise your look is ageing and passé.

If I had the money, I’d buy every single look Charlotte Tilbury has; actually, that’s a lie, I’m not a fan of The Glamour Muse (I didn’t include the picture so you’ll have to hunt for that one I’m afraid) with its dramatic purple eye shadow, but all the other ones, yes, please. My favourites have to be The Rock Chick (centre) and The Ingénue (top left), but I’m liking The Uptown Girl (top right) too.

However, until I can afford those lovely bags, I’ll continue to consult the look cards that her make up stand cleverly stocks and do my level best to recreate the looks with the make up I already have. And as soon as something runs out in my current make up bag, I know where I’ll be heading.