″The world doesn’t need another beauty brand.” So says Emma Lewisham, who did, as it happens, found a beauty brand. The self-named line, now five years old, was never her intention, however – it came about because the former tech general manager wanted to resolve an issue.

“I never set out to create a beauty brand; I was following my nose when I was trying to solve my own problem of hyperpigmentation,” she says, referring to the discolouration of skin known as melasma, which can occur during pregnancy.