Beauty bloggers make a living reviewing products, so one might expect them to have a well-stocked make-up bag.
However, hugely successful blogger Zoella, aka Zoe Sugg, gave her fans a real shock when she unveiled just how many lip products she has in her drawers.
Posting to Instagram, the internet sensation filmed herself de-cluttering her lipstick collection, revealing huge stacks of mattes, crayons, lip liners and balms.
Her followers were clearly surprised by the vast collection, and even joked the 27-year-old is a ‘hoarder’.
Lip service: Zoella, whose real name is Zoe Sugg, shared a glimpse into her extensive lipstick collection in a video posted to fans
Zoella, who lives in Brighton, posted a series of short clips on her Instagram story to show people how she was tidying her lipstick drawer.
She began by organising lipsticks into piles, including sheer lipsticks, sheer lipstick crayons and matte lip crayons.
She then sorted by their finish, including cream lipsticks and matte liquid lipsticks.
Next the make-up makeover saw her sort the lipsticks into colour order, as she began eliminating shades that she has multiples of.
Zoella’s collection features designer lipsticks like Christian Dior and YSL, which cost around £28 each
Mad for matte: She sorted the lipstick into their finishes, including cream and matte lipsticks
Even Zoella appeared shocked by the depth of her collection, including ten lipsticks in the same shade of pink.
She wrote: ‘How has this even happened? Nobody needs this many of the same BLOODY pink/nude tone.
‘I don’t even think I wear this colour?!’
She also advised her fans to swatch their lipsticks to test what shade they are, ending up with dozens of swatches on her hand and forearm.
She said: ‘Always swatch! Some colours don’t look the same in the tubes and some have much better pigmentation than others.’
Costume colour? The collection could be worth up to £1,000 and is well stocked with labels like Chanel
Rainbow: Zoella also has tubes from Kylie Jenner’s cosmetics ranges in her collection
The high-earning blogger stacked up dozens of lipliners, saying she ‘has a problem’ because she doesn’t even wear lipliner.
She also found a lipstick she’d owned since 2008 and that featured in one of her earlier blog posts, which she quickly threw away.
Zoella’s followers were amazed by her collection, with some jokingly calling her a ‘hoarder’.
Zoella’s fans were shocked by the video, with one person calling it ‘worrying’ and another calling her a ‘hoarder’
@RachelWynn tweeted: ‘Zoella posted her lipstick declutter. It looks so therapeutic.’
‘From watching Zoella’s Instagram story of her sorting that lipstick collection, I feel I can achieve anything today if I put my mind to it,’ @Hannahneary16 posted.
@Adxllbaker said: ‘Lol I own one lipstick, one lip tint and one lipgloss, compared to Zoella’s collection I have barely anything.’
‘Finally know someone who’s got the same amount of lipsticks as me. Don’t worry Zoella, you’re not the only hoarder of lipsticks and liners,’ @AmyMarieBailey wrote.