I've been using the Elemis Pro-collagen Cleansing Balm for 12 years (trust me it's that good)

I remember the moment it happened. It was early days in my beauty career and I was walking with a fellow beauty journalist through the streets of London and she was insistent that I start using a cleansing balm. The Elemis Pro-Collagen Cleansing Balm to be specific. This was peak double cleansing era - when brands, derms and facialists were all waxing lyrical about the benefits of washing your face thoroughly. No hardworking skincare routine would be seen dead without the two-step cleansing practice. I was hesitant, despite being a dry-skinned gal I wasn't keen on using anything oil-based. But then the Elemis balm landed on my desk - not a new product, but a new product for me. It's arguably one of the best cleansing balms on the planet and considered by many to be the best Elemis product - such is the power of its cult following - and is so often recommended as the first step in a double cleanse. I decided to give it a try. And the rest, as they say, is history.

I have flirted with other cleansing balms in the past - Sunday Riley's Blue Moon Tranquillity Cleansing Balm and The Body Shop's Camomile Sumptuous Makeup Cleansing Butter are both marvellous - but I always come back to Elemis.

But why? Why has this little tub of gold become such a cult product? Is it worth the hype and the £48 price tag?

In my opinion yes. Not only did it open up my eyes to the benefit of cleansing balms, but it also made me appreciate Elemis for the genuinely brilliant brand that it is.

How do you use Elemis Pro-Collagen Cleansing Balm?

You use it in the evenings, at the end of the day, when you're ready to take the day off your face. I like to pop a headband over my hairline to keep my hair from getting oily, then I scoop up a little bit of the balm and work it into my dry, make-up-covered face. Make-up melts away before my eyes - even tough to remove waterproof formulas. I don't like to rush this bit, I take my time and because of the high oil content it has a good amount of slip allowing for some facial massage too. Next up I add a little water, which turns the balm into a milk. Then I remove it all with a warm damp muslin, which has a slight texture to it that gives me a spot of exfoliation too.

Oh word of warning: try not to lick it. It might smell nice, but it's not the best tasting beauty product on the market...

How often should you use it?

I use it every single night. I don't use it in the morning as it's not necessary to double cleanse in the morning. What I'd say is, don't over do it. Take a small amount and work it into your face, if you feel like you have some stubborn areas that need more attention then you can use a little more. But a little goes a long way.

Why is it so good?

The first thing you'll notice, every single time, is how delicious it smells. It's pure spa vibes - lavender, chamomile and eucalyptus. It's instantly calming.

The other wonderful thing about it is how good it is at its job. It removes make-up so easily and breaks down the day's dirt and grime on the skin. It's a super-rich formula too, so my skin never feels stripped.

The tub looks smart on the bathroom shelf and it really does last for ages.

The icing on the cake with this cleanser though is how it leaves skin looking and feeling. After every use, skin is left feeling super soft and 100% more glowy. Which is all any of us wants right?

Which skin types does it suit?

People with skin like me - dry and often dehydrated - will absolutely love it. But contrary to popular belief, if you have oily skin you too will see the benefits. I can't tell you how many times I have recommended this to friends who are on the oilier side and they've point blank refused to use it because of how rich it is. But I'm here to tell you now that it won't clog your pores and cause congestion. As long as you follow it up with a good second cleanser afterwards and a toner, you'll be fine.

If you have sensitive skin, or a skin condition like rosacea, and prefer to use fragrance-free products you'll be pleased to know that there's a Naked version. In fact there are a couple of iterations of the now bestselling cleanser...