By  on December 29, 2005

LONDON - There's no stopping Jemma Kidd, who started out as a makeup artist, opened a trade school and is set to launch her new cosmetics line at Bergdorf Goodman in New York.

"The market is totally saturated with makeup artist lines, and I could have easily done a license and slapped my name on it," said Kidd, 31, during an interview at her Notting Hill home. "But I have this huge educational background, and a school behind me, and there's not another line like this out there."

Her new masstige line, which includes color cosmetics and a tool kit collection, is called Jemma Kidd Make Up School, and will be launched at Bergdorf's and Canada's Holt Renfrew in March.

Kidd, a session makeup artist who's worked with photographers Peter Lindberg, Paolo Roversi and David Bailey, wanted the collection to be practical and well organized. That's why each product - even the most basic, like blush or concealer - comes with a small information sheet featuring diagrams and step-by-step instructions for applying.

"In the days of Elizabeth Arden, there used to be a lot of education about cosmetics. Women were actually taught how to apply makeup," said Kidd over a pot of tea at her kitchen table. "I think that's what's needed now."

Kidd is adamant that the products perform multiple tasks: The lipstick cases are double-ended, with color at one end and lip balm at the other; the brushes are made for blending and highlighting, and the eye shadows are packaged in color families for day and night.

She also created slim compacts and cases that are meant to take up as little room as possible in a makeup bag. "It's a line meant for women with busy lives," she said.

There are 51 stockkeeping units in the color cosmetics line and 15 in the tool kit. Prices range from 9 pounds, or $15.55 at current exchange, for Define: Stay-put eyeliner to 16 pounds, or $27.65, for Soft touch: Crème foundation.

The line was launched in the U.K. in October, and it is carried at Selfridges in London, Manchester and Leeds. As of January, it will be in 65 premium Boots the Chemist stores. (Although Boots is a mass market chain, the premium Boots stores carry brands such as Chanel, YSL and Clinique.)

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