THE WHAT? Olay has broken into the minimal beauty category with a new 3-in-1 cleansing pad that it is describing as ‘a new way to wash your face’ and promises to cleanse, tone and refresh in one simple step.

THE DETAILS Some 10 years in development, the Procter & Gamble-owned brand’s water-activated cleanser is available in three varieties: vitamin C, hyaluronic and retinol. Sold in a dry format, the melts comprise squares formed from threads, which dissolve on contact with water to form a lather.

THE WHY? The brand set out to create a cleanser that is suitable for all skin types, providing a deep clean, according to a report published by WWD. Olay’s Instagram feed boldy promises this launch will revolutionise the cleanser game. Although it’s not mentioned by either the brand or WWD, the format is well suited to minimising plastic packaging.