A beauty fan has gone viral after sharing a photo of a mini fridge just for her skincare stash. And while it might seem a little OTT, there’s actually some real logic behind the unusual beauty storage solution.

“I got my lil skincare fridge today! I love that it’s small enough to fit on my vanity,” posted Twitter user @Jasmine_blu alongside a picture of her mini pink cooler loaded with skincare products. 

It was brimming with a whole host of heroes including Lush Cupcake Face Mask, £8.50, Lush Grease Lightening Spot Treatment, £7.95, Paula’s Choice Skin Recovery Replenishing Moisturiser, £27, Paula’s Choice Resist Anti-Ageing Eye Gel, £32, Glow Recipe Watermelon Sleeping Mask, £40 and Drunk Elephant TLC Babyfacial. 

Shortly after, she revealed it was from Makeup Fridge - a US-only gadget, $79.99 (£61) that has since totally sold out although new stock is expected to land on 15th February. But Jasmine’s not the only one giving her skincare collection its own plush home.

Michelle Lee, editor of American magazine Allure, has shared a series of Instagram photos displaying her miniature fridge stacked with products from the likes of Peter Thomas Roth, Fresh, Omorovicza and Verso Skincare. 

She revealed she’s been using chilled face mists, in particular, to soothe her skin after having a Fraxel laser treatment.

Beauty bloggers have also been uploading their own versions with the hashtag #skincarefridge, which has up over 1,200 posts on Instagram. Bioderma, Glossier, Saturday Skin and Mario Badescu all feature heavily, and while they’re definitely all aesthetically pleasing, the phenomenon doesn’t just make for a cute picture. 

Skin gurus have long championed using chilled products to firm skin, reduce puffiness and temporarily minimise the appearance of pores. It works brilliantly with gel formulas (in Jasmine’s case - her eye gel and sleeping mask) but it’s a smart move for some other types of products, too.

Kate Bosworth is a fan of refrigerating her sheet masks while facialist Shani Darden, who works with the likes of Rosie Huntington-Whiteley and Chrissy Teigen, recommends storing eye masks in there.

Popping your refreshing face mists in the fridge is a no-brainer and chilling your jade or quartz face roller will boost its de-puffing effect, according to facialist Ling Chan, who’s worked with celebrities including Naomi Campbell and Mariah Carey.

It’s even advisable to chill natural products, if they’re low on preservatives. Lush recommends its fresh face masks, including Cupcake, are kept in the fridge because the ingredients are perishable and are recommended to be used within 28 days.

But before you go making an emergency Amazon order, there’s no need to shift the contents of your bathroom cupboard. Most products, unless stated otherwise, are best suited to being stored at room temperature - some can even separate or solidify if their temperature drops too low. 

Save your pennies for the products themselves, we say.