I can’t profess to know what goes through the mind of a new mother, but I can guess that in those challenging first few months, most have more pressing concerns than erasing every recently formed stretchmark. Still, the rise of postnatal pampering options makes me wonder if toning the baby slack isn’t so far down their list of priorities after all.

We already know that Clarins Huile Tonic (£32) is a cult buy for mums-to-be to ward off stretchmarks during pregnancy. But I’m told by friends who have recently given birth that they would welcome any product that promises to tone up the midriff, which bodes well for Mama Mio (www.mamamio.co.uk). Created by three mums, its latest products include Tummy Toner (£45), a gel that my only-too-willing tester says makes skin look instantly brighter and less crepy, thanks to exfoliating papaya enzymes – so breast-feeders have one less thing to worry about when hoiking up their tops in public. Another hit is See-No-Scar Solution (£25), a nourishing cream rich in healing vitamin E and dimethicone, a type of silicone that has been proven to help reduce scars (so it’s perfect for women who have had a caesarean).

But I imagine the most exciting news for this market will be a new mums-only spa. Cupcake in Putney (www.cupcakemum.com) opens at the beginning of April and is the first such venture. A spa and private members’ club specifically for new mothers, it cleverly solves the problem of squeezing in some me-time when you’re knee-deep in nappies. There’s an all-important crèche so you can have a facial without feeling guilty, as well as baby-massage classes and a concierge service that will even find a nanny for you. True, its members can probably afford all the help they need anyway, but, for a special treat or gift, being able to have a relaxing treatment without worrying about your children is surely a boon.

Lust of the week

No matter how fashionable blazing shades of lipstick may be, some girls just can’t do without a slick of pout-enhancing gloss. Prescriptives Lip Strips are a must for gloss devotees. Not only are the five nonstick shades in each compact the sort of sheer pinks and peaches that flatter all skin tones, but the fact that they look like a sunset instantly transports you to tropical climes.

£20; 0870 034 2566

Try 3: foundation brushes

One of the secrets to flawless foundation is meticulous blending. One of these brushes will help your make-up melt into the skin. (Take a look at the latest foundations in the article 'Virtual skin'.)

Louise Young Mini Foundation Taklon, £18, from Fenwick
This feather-soft brush is ideal for delicate areas such as the eye sockets.

Jemma Kidd Pro Pointed Cream Blush and Foundation Brush, £20; 020 7243 0357
This brush will fit into every nook and cranny for a seamless finish.

Benefit Foundation Brush, £17.50; 0808 238 0230
This strong but gentle brush works well with heavier formulas that require thorough blending.

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