Diane Younes is a great walking advert for Sponge, the mobile hair and make-up service she launched in Hong Kong last week. Her make-up is perfectly applied, her hair elegantly pulled back from her face. “Sponge is for the modern woman, whether she’s a career woman, a mum, a socialite, or all of these things,” says Younes, who left her job as a corporate lawyer in New York to move with her partner to Hong Kong, where she decided to follow her passion and set up the company. “We are an on-demand service and we take our hair and make-up services to the home, office, hotel or an event with the click of a button.” The process couldn’t be simpler: visit the website, gosponge.com , and choose from a menu of looks. Hair is arranged by category, from “the boss” to a more casual “weekender” look. Make-up comes in looks including “the achiever,” a cat-eye with a pink lip, and “the dreamer,” a sun-kissed complexion with copper eyes. Appointments can be booked from two hours to one month in advance, with prices from HK$330 to HK$440 for hair, and HK$440 to HK$550 for make-up.