For those who know it, the Konjac sponge is one of those beauty no-brainers like dry shampoo or a Tangle Teezer that you imagine is in every bathroom cabinet. For those who don't, it really is a skincare revelation. An all-natural super sponge that gives an air-brushed effect to your skin, it makes you wonder "How have I not heard of it?".
Made from the root of the Konjac plant, the sponge - infused with nothing more than clay or bamboo charcoal and costing £8.99 - exfoliates, refines pores, stimulates blood flow and can even be used to treat the delicate under-eye area. The moisture-rich fibre also makes it great if your face is looking tired and dehydrated. You simply rinse it in warm water and massage it in a circular motion over your skin - with or without a cleanser.
Unsurprisingly a host of stars are rumoured to be fans including Miranda Kerr, Angelina Jolie and Victoria Beckham, although the brand confirms its fan base is no more specific than men, women, children and even new born babies, in 46 countries around the world.
Spokesperson Michelle Riley, says: "Everyone can use it. People who have eczema, acne or other skin issues as there is nothing to irritate the skin. It is perfect as a pore-refiner - it takes away the dead skin cells without damaging the newly formed cells or over exfoliating, and teenagers who don’t have time to cleanse find it easy to use. It leaves the skin in great condition with blackheads reduced and pores minimised.”
Celebrity make-up artist, Kenneth Soh, who has worked with stars such as Rosie-Huntington Whiteley, Naomi Harris and Sienna Miller, revealed that he regularly relies on the Konjac sponge pre-make-up to create a smooth canvas.
"I love that it doesn't aggravate or disturb the skin," he explains. "There are different infusions to cater for various complexion concerns, such as red clay for sensitive skin or bamboo charcoal for absorbing excess oil. It gives the face that glow and smoothness that makes make-up glide on."
Julia Yule, executive fashion and beauty editor of Glamour magazine and founder of mother and baby skincare brand Bloom & Blossom, agrees: "I love this sponge - it leaves my skin feeling silky soft. It exfoliates so gently that I am confident to use it on my face. It is my own homemade facial."
There are larger sized sponges to reduce blemishes and ingrown hairs on the body, an extra-gentle white sponge for babies which holds 10 times its natural weight in water - making it perfect for washing your little one's hair - and there is a heart-shaped sponge infused with French pink clay for romantics on Valentine's Day. Facecloth fans, it's time to soak it and see.