During lockdown – this never-ending lockdown – I’m finding that a grooming routine is becoming more important than it has ever been. Precisely, perhaps, because it’s not strictly necessary – my co-worker tends to be my partner, who obviously I’ve already tricked into finding me attractive, so no effort is needed anymore – and meetings are done digitally, which means with a clever arrangement of lamps I can look like a growing youth rather than a greying twiglet on screen. Yet the grooming has remained, and even intensified, I guess because it is just for me. A ten minutes of attention to my face refreshes and punctuates the days spent indoors and are moments to muse on work, kids, or news if I can’t help it; it works as a psychological dishwasher time, after which my head, along with my face, should be shinier and not covered in so much crap.

Such processes are an important way to resist sliding into couch-working, which in my head is the moment when I snack, snooze and calcify my way out of meaningful existence and Give In.

One consequence, however, is that I’m ripping through products at a pace. Plastic face wash tubes, moisturising sticks, tubs of hair paste, cans of shaving foam, tiny glass dishes of eye cream, are strewn across the bathroom floor in this orgy of self-care. My aforementioned partner may one day kill me with one of these remains, but at least I’ll go out with a richly nourished epidermis.

Such a scenario means new products can be tried beyond your comfort zone – and as we all know, a man’s comfort zone is policed as rigorously as a POW camp – with sometimes revelatory results.

I have seen the grooming light and its name is BEYL.

OK, so maybe the social isolation is getting to me, but it feels momentous to have a new thing to put on your face which genuinely adds something new, and after using this new range for a couple of weeks, I can say I’ve never look slicker and never smelt nicer. It’s almost a shame so few other people get to experience it; if this had happened to me twenty years ago I could have become a pop star, or at least a local karaoke singer with a reasonable following. If I didn’t think it might make me violently ill I’d start drinking the stuff. Here is the lowdown on said ‘stuff’, three items from the range:

BEYL Cleansing Gel

First point of call, the cleanser. The gel is pleasant to the touch and joyous to apply, but it’s the scent that does it. It smells like Brad Pitt looks in Troy, if that makes any sense at all. Sexy warrior vibes. This isn’t delusionary: I know I don’t look like a sexy warrior and most certainly am not one, but I do smell like one. Anyway, the skin is left clean but not scrubbed harshly as so many cleansers are these days. This gives a more refined result.

BEYL Anti-Pollution Moisturiser

Now apparently the anti-pollution properties include not just environmental pollution but blue light from screens. Yes, this is sophisticated stuff using the latest in technological developments – and it needs to be, given the amount of screen time I’m on at the moment, which is akin to that of a half-human, half-supercomputer character in a manga cartoon.

One of the other big selling points of BEYL is that it’s been developed for active lives and will adjust to whatever different climates you experience during a day. Now you may think this doesn’t particularly apply for those of us working from home, but actually I do put this moisturiser through its paces: from stress sweats from starting at financial spreadsheets, to late runs to my kids’ school in the rain, to home workouts on a mat in the bedroom, to manic gardening in high wind. I’ve broken many a moisturiser in this manner, but this one stands up to the strain. It’s not greasy, nor is it unnoticeable: it just keeps up a certain glow. Bravo science.

BEYL Eye Cream

I’ve always struggled with eye cream. Firstly I usually forget to put it on even when I have some, but it’s usually not something I buy as an essential anyway. However, I made the commitment to this eye cream in the name of professional journalism and with a concerted effort I found this to be a welcome addition to my face skin. After two weeks my eyes seem to be gasping for a bit of cream in the morning, after the aforementioned screen time and generally abuse by their owner who won’t give in and get the glasses he knows he needs. Firming up my jaded eyes is no easy task but this cream is game for anything. Respect is due.

So there you have it: a truly great new range, which deserves to edge out many of its bigger name rivals off the shelf. Try it, and walk around the house with the new face you deserve.

BEYL skincare is available here and at Selfridges.