The success of fashion blogging isn't exactly new. In fact, we have been bombarded with them over the past few seasons.
But it is a new breed of beauty bloggers that is making us stand to attention this time around.
Yet when it comes to beauty trends, most of us choose to ignore them completely for fear of getting it wrong. Or, if you are like me, you simply bypass anything new in favour of sticking to old favourites - ie the same swoop of black liner and sweep of rose blush that we have worn for most of the past decade - and a regime in which we feel safe in the knowledge that it works.
We often only start to enjoy make-up after learning how to do it correctly, after mastering the basics. Take false lashes - most of us have tried them out at least once (despite most ending up pressed to a cheek or a pillow by the end of the night) before giving up. This is a shame because they can completely open up and widen an eye.
A scenario such as the above is where the bloggers come in. There are people to help, who can painstakingly take us through each and every make-up problem.
Of course, some of the big giants such as MAC and Sephora have jumped on the bandwagon, providing detailed tutorials for their clients online. However, I would recommend looking at some of the more personal sites. These are, relatively speaking, real folk. Not all are professional make-up artists but people with the same problems as you and I - those who know how to cover eye bags or how to deal with a breakout without leaving us with a cakey complexion.
The problem is there are so many, the choice can be overwhelming, so here are a few of my personal favourites.
A good starting point for the back to basics stuff is Sali Hughes ; the resident beauty columnist on The GuardianWeekend holds two Jasmine Awards for beauty writing. This is a no-nonsense, informative blog and not simply another vehicle for press releases and money-making advertisements. It has an excellent range of price points, something that beauty blogs often lack.
Another favourite follows Ruth Crilly, a highly successful model who shares beauty secrets she has learnt from make-up artists worldwide. With a cult following of more than a million hits every month, the focus is on base level effective skincare and tricks in forming a youthful complexion.
Professional make-up artists Sam and Nic Chapman emphasise practical step-by-step tips. Their successful YouTube channel is the go-to for tutorials. It breaks down the often complex looks from the runway into something we can wear everyday.
Aspiring make-up artists can follow make-up maverick Kenneth Soh. Soh has worked for Vogue,i-D and Tatler. He caters to Asian skin especially well and his "Inside My Kit" posts are both insightful and informative.
An experienced beauty writer who couldn't talk openly about products, launches and experiences for fear of losing important clients, offers the anonymous inside scoop on new brands, with a healthy dose of sarcasm.
Despite my initial suspicions (I am often left rather annoyed by bloggers' levels of self-assertion and promotion), this is a practical and fun way to improve your looks. All it takes is a little e-practice.