What is it? Clever, beautifully composed line of skincare and now make-up, from the USA.
What’s the USP? The founder's belief that nothing is better for your skin than a combination of botanicals and biotechnology (the lead formulator, in addition to being an MD and a PhD, holds an International Award of Recognition from the French government for Advancements in Biotechnology and Cosmetics).
Why the name? After the fabulously if improbably named Sunday Riley who created the line.
Hero product? Probably the Skin Adreneline Anti-Ageing Concentrate (£144) which contains Sunday's NV-5 Ageless Complex, which blends five Native American botanicals that have been used traditionally and now proved scientifically to recharge and heal the skin.
How new is it? The skincare launched in the UK last year on www.cultbeauty.co.uk, who are now exclusively introducing Sunday's cosmetics.
I’d try... Any of it. All of it. A good deal of the skincare was snapped backstage at London Fashion Week last week (how could you not love products called things like Good Genes and Bionic Anti-Ageing Cream even if they costs £85 and £175 respectively). From the new cosmetics, I'm told the Liquid Light Color Correcting Luminous HD Foundation (£40) is a must.