Because MAKE is a “for-benefit” company – quite possibly the first of this kind. It makes covetable, cool products and then channels profits back into a subsidiary charitable organisation to support women-led co-operatives.

But this isn’t the only thing that MAKE is doing differently. The brand’s creative director Ariana Mouyiaris explains how the approach is slower, less trend-driven and more artful than traditional beauty brands. A glimpse at their website reveals a lot about the minimal aesthetic, muted tones and collaborative projects that define them. Mouyairis, who studied international relations before moving into the design world, had teamed up with the likes of Faye Toogood and Maryam Nassir Zadeh to create beautiful, unusual make-up collections.

Many of the products are multi-functional and design-led – take the Terrazzo Bronzer that takes its queue from 1970s flooring, or the Medieval eyeshadow palette designed by Toogood and inspired by the paintings of John Constable and J.M.W. Turner. The products also all made in New York, not tested on animals, paraben-free, fragrance-free and hypoallergenic. MAKE is a far cry from the department-store behemoths and the powered on “newness”, vlogger-inspired brands which have come to dominate the beauty scene – instead, they make cool products for cool women.

MAKE is available to buy at and in the UK through Net-A-Porter.