What is it:Shu Uemura Colour Atelier Palette. Eye shadows, £11 each with a complimentary colour palette (sparkling palette, £10 is also available) at shuuemura.co.uk
What's the story:Launched in 2011, Shu Uemura's reusable colour palette provided a unique opportunity to create a bespoke eye shadow kit to suit your mood or occasion. Now, the cult Japanese brand have gone one better by introducing three new ranges in a whole host of extra colours. There's a creamy shadow, a high-impact pressed glitter range and the silk-smooth eye shadow, which can used as a primer or definer and has a subtle, shimmery finish. All are easy to apply and long lasting.
Why EL loves it:We like to have options, and with this there are over 100,000 colour and texture combinations. Forget only using one or two shades of a traditional eye shadow kit: this is a personalised palette for perfect eyes.
Verdict:Limitless possibilities and infinite looks. What more could you ask for?