Jemma Kidd demonstrates the art of makeup application at her school.

England: The New U.K. Makeup Queen

British "It" girl Jemma Kidd is a true London insider - she's the sister of a supermodel (Jodie Kidd), the daughter of a former polo star (Johnny Kidd), the wife of an earl (her husband is Arthur Gerald Wellesley, the Earl of Mornington, which makes her a countess), an acquaintance of David Beckham, and a friend of Anna Wintour's. She's the kind of girl who can make herself look fabulous in under 5 minutes, whether she's wearing Manolos or trainers (aka sneakers).

Kidd loves her lash tint, which can darken pale lashes. "I designed it for myself," she says.

Makeup can give women a massive confidence boost, and even lift your mood.

So what's a smart socialite do all day? This one is a burgeoning cosmetics mogul; she became interested in the makeup industry while working as a model herself. Her exclusive beauty school in London offers training to would-be makeup artists, and she's just launched her very own cosmetics collection, full of infinitely wearable palettes and products to make your complexion look amazingly radiant and dewy. We asked her to fill us in on what's hot in the London makeup scene right now.

Are you noticing any big makeup trends in London right now?

Right now in London it seems it's really all about the eyes. I see all these girls running around with black smudgy eyes a la Kate Moss. But then, I'm also seeing this very innocent look that's fresh-faced, with pinched, rosy cheeks and illuminated skin, which is classic and always good.

Do you have a favorite place to shop for makeup in London?

I love shopping at Boots Pharmacy on High Street in Kensington as it's so close to my house. They literally have everything you could possibly want. I also love Selfridges. They have such a fab assortment of different makeup counters. You can't fail to find what you are looking for.

Are there any daytime makeup products you can't live without?

My Dewy Glow All Over Radiance Crème, definitely. It makes your skin look so fresh. I dab it on right along my cheek bones and somehow I look brighter and a little more awake. And I always wear Burt's Bees Lip Balm. It makes my lips feel amazing and it's really stimulating so you get a little boost of your natural lip color.

What's the best way to get a quick, sexy, going-out look?

Going from day to evening is all about intensifying and defining. First, clear away the makeup from under the eyes, using wipes, and reapply if needed. Highlight the cheekbones with a little shimmer. Then, to intensify the eyes, go for a shadow that's two shades darker than your day color. Apply eyeliner on the inner rim of the eye (it takes a little while to get the hang of but it makes a huge difference). Curl your lashes and apply at least two coats of mascara. Finally, trade in your balm for a gloss or a lipstick.

What's your favorite product from your line?

I absolutely love my lash tint. I designed this for myself. I have very blonde lashes and wear almost no makeup during the day. The tint is perfect for defining my lashes. It literally stays on for three days and won't smudge. It's also fab for when I'm on holiday. It really holds up at the beach.

Does your line have one runaway best seller?

Our best seller is the dual illuminator. It's a little pot of sparkling dusting powder, and then there's a little pan of creamy highlighter stashed in the lid, so you have it all in one. It constantly sells out in both Boots and Selfridges. People are mad for it.

Do you think there's a difference between how people view makeup in London and in the U.S.?

When I lived in New York, I found that New York women were very educated about makeup. They really knew their stuff, from ingredients to formulas to application. But I think Americans tend to be more conservative in their makeup. They tend to use earthy, safe colors rather than making a bold statement. In London people are experimental (just look at the punk era!) and they love vibrant colors. Women tend not to be as educated about makeup in London but they are very willing to try new looks and new colors.

Does makeup have the capability to affect the way people feel about themselves, or is it really just about the surface?

Makeup can give women a massive confidence boost, and even lift your mood. Most women will not leave the house without some makeup; so many will just apply a little mascara and lip balm but all of a sudden, they are ready for the outside world. With just the tiniest bit of makeup, people can feel better about themselves. It's not about covering up your face, it's just little dabs here and there to enhance your natural beauty.

Posted on August 07, 2006