YouTube has unveiled that its most popular beauty item of 2017 was mass-market Collection concealer, priced at £4.19, highlighting the ongoing demand for budget beauty items.

The Collection Lasting Perfection Concealer gained 1 million likes on YouTube and is said to sell at 10 products every minute in the UK. Indeed, such is its popularity that it achieved one million likes on the social media site in 2017.

Such is Collection’s popularity that it has a wealth of celebrity endorsements, with the brand set to launch three new shades into UK retailer Boots on Wednesday January 17th.

According to celebrity make-up artist Francesca Neil, ‘The Lasting Perfection Concealer is a staple in my kit! The formula allows you to create a natural flawless contour which is easy to apply using a concealer brush. I also use it products to contour – I start by using a darker shade on the areas I want to define and a lighter shades to highlight. The creamy formula makes it super easy to blend the shades seamlessly, creating natural contour effect.”