We make four cases and they look more alike online than they are in your hand. They are built for different jobs, so here is how to pick, and what each one is actually for.

The Dune Case, $86, white or brown. Water-resistant neoprene with a cushioned feel. This is the one that goes in a beach bag, a gym bag or a suitcase. It is the case that our Gloss On The Go Kit ships in, and it holds four glosses comfortably, so it is also the right size if you carry a few lip products and nothing else. Choose this one if it is going to get wet, thrown about, or filled with sun cream.

The Opulent Heritage Pouch, $92. Soft, velvety and deliberately minimal. No structure to it, so it flattens into a handbag rather than taking up a fixed shape. This is the everyday one. Choose it if you want to carry a lipstick, a liner and a mascara without a case that announces itself.

The Beauty Vault, $109. Has a branded handle, and it is built to sit out rather than be hidden. This is the one for a vanity, or for travelling with more than a few things. Choose it if you want everything in one place at home and you would rather it looked good on the surface than lived in a drawer.

CW Ma Petite, $115. Structured pebbled faux leather with gold hardware and an oval silhouette. It holds its shape whether it is full or nearly empty, which is the difference between this and the pouch. Choose it if it is going out with you and being seen.

The short version. Wet or rough travel, take the Dune Case. In a handbag every day, take the Pouch. On the vanity or packing properly, take the Beauty Vault. Out for the evening, take Ma Petite.

What to put in one. If you are building a small kit that covers most days, it is a liner, a lipstick or gloss, a mascara and one powder. That is four products and all four fit in any of the cases above. Add the Lash Applicator or the Eyelash Curler only if you use lashes or curl daily, because they take up more room than they earn otherwise.

Buying one as a gift. A case is one of the few things here you can buy for someone without knowing their colouring, which is the usual problem with gifting makeup. If you are not sure which, the Pouch at $92 suits the widest range of people because it does not commit them to a shape.