Last to pitch is physiologist Rachel Williams, founder of a skincare brand which seeks to protect lips and the skin around the mouth from sun damage.

Launched in 2022, Albus & Flora’s £18 lip shield is an SPF 30 lip balm that includes peptides, nourishing oils and botanical extracts to keep lips soft and hydrated. It comes in a natural colour and three others.

Its other product is a treatment mask which exfoliates and plumps lips and costs £30.