We recently alluded to the power of the Meghan Markle effect on sales of nude lipsticks, said to have risen up to 65 per cent in just a few months, and while the princess-to-be's every style and beauty move throws up something new to covet or emulate, she doesn't have 108 million Instagram followers.
Kim Kardashian does, though, and whether you love her, hate her or don't particularly care either way, she's undeniably one of the most influential women of right now, especially when it comes to fashion and makeup.
And while you might not buy into the levels of enhancement Kardashian is into, inevitably what she's into will have an almost immediate effect on what the rest of us are into, whether we know it or are prepared to acknowledge it or not.
I've never been a personal fan of the full face makeup the Kardashian clan tend to embrace, but even I have to admit there are often elements of their looks that I like.
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A recent example of this that caught my attention and stayed with me was an Instagram post of Kim K's from January 1, where she'd moved away from her usual ultra matte lipstick and hit her lips with a luscious big smear of gloss.
Since then, I've been sensing a mood shift on gloss, and not just my own. When you think about it, it's not hard to see why - done right it looks healthy, youthful and ever so slight playful; it adds instant brightness and freshness to your face and it's effortless to apply.
Forget your last memory of sticky, goopy, tacky glosses your hair was always glued to and that you inadvertently licked off within minutes - the new generation of products not only go on smoothly, they stay on, and nourish lips while they're there.
Stick to nude/natural shades and start with just a small amount of product in the centre of your lip, working out gently from there.
Here are a few tried and true favourites so you too can go forth and get glossy.
NYX Butter Gloss, $13 at Farmers, shows up on almost every list of top glosses, and the best part of all is the price. As buttery in application and feel as its name suggests, each hue is named for a dessert with the flavour to match.
Fenty Beauty Gloss Bomb Universal Lip Luminiser, $34 at Sephora, was an instant cult classic from Rihanna's addictive and innovative beauty range. It comes in just one universal rose nude shade with a generous brush wand and a peach-vanilla scent.
An all round gloss good-guy, NARS lip gloss, $41 at Mecca, is long-wearing, light-reflecting, blended with nourishing vitamin E and sea lavender and has a doe-foot shaped tip for precise application.
With maximum colour payoff and brilliance, Marc Jacobs Beauty Enamored Hi-Shine Lip Lacquer Lip gloss, $42 at Sephora, is perfect when you're ready to bring out the big gloss guns. It also claims to contribute to an optical plumping look and has a fresh mint scent.
If you love peaches, this one's for you. Too Faced Sweet Peach Creamy Peach Oil Lip Gloss, $29 at Mecca, has a silky formulation with nourishing peach and coconut oils. All the shades are inspired by peaches and so is the delicious scent.
For a subtler gloss approach, Burt's Bees Lip Gloss Crayon, $18 goes on like a crayon but produces a gloss finish. It's also 100 percent natural, containing skin goodies like jojoba oil and shea butter to keep lips happy for a full eight hours.
Chantecaille Brilliant Gloss, $57 at Mecca, is on the pricier side of the spectrum but you can feel the luxury - it's one of the most comfortable glosses I've worn, is super hydrating and gentle on delicate skin. It's also apparently Angelina Jolie's lip gloss of choice, if she's more your cup of tea than Kim Kardashian.