Meet the Regal Beauty
Jemma Kidd is a veteran of the world of beauty, who has experienced the industry from various perspectives – first as a fashion model and more recently as a makeup artist and cosmetics entrepreneur. Her latest brand extension, JK Jemma Kidd (available at Target stores), merges her various worlds and bring the “catwalk to the sidewalk” with a chic, fashion-forward edge. An English countess who brings beauty to the people – that’s our cup of tea!
Tell us about your path to the beauty business.
I grew up around modeling because of my sister Jodie. I had always been creative and found myself watching the make-up artists behind the scenes wanting to know their secrets. I felt at home backstage – the vibe, the buzz, the people – I just loved it!
What was your vision for founding The Jemma Kidd Make Up School?
I opened up my Academy because women kept asking me where they could go to learn about makeup. I felt like it was something that was really lacking in the industry. I could see there was a gap in the market for a really modern make-up school where courses were taught by professional make-up artists who regularly work in the industry and who could pass on not only the basics but all the latest looks and techniques.
Tell us about JK Jemma Kidd — describe the woman who wears this line.
JK women are modern, savvy, chic and uber-stylish with a passion for fashion!
What are your signature colors for your JK Jemma Kidd line?
The JK Jemma Kidd line let’s women experiment with colour. There are always a lot of on-trend colours in the collection, such as Hi-Design Eye Colour in Modernist; vibrant purple is a huge trend for S/S’10 as seen at the Versace and Marios Schwab shows. We’re constantly adding new colours to the line.
What inspires your makeup – the brand, the application of the products?
A love and passion for catwalk fashion, fabric, design and colour, and translating it for everyday glamour. Bringing out the fashionista in every woman!
Which products can’t a woman do without in her makeup bag?
I won’t leave the house without mascara! I have very fair lashes, so without a coat of black you’d hardly know they were there. Three things every woman should have in her makeup bag are a mascara or an eyeliner, a gloss or a lipstick and a bronzer or blush.
Where do you suggest a woman should splurge and where should she save on beauty?
I would say skincare is the most important thing. Splurge on keeping your skin looking and feeling it’s best and maybe invest in a good foundation. With colour products like eye shadows you can find cheaper ones that are just as good as the more expensive ones, so make a saving on those.
What are your personal go-to beauty products?
My JK Ultra Plush Mascara and Mannequin Skin Complexion enhancer are my ‘can’t live without’ beauty products. The complexion enhancer is such a multipurpose product and can give skin an instant lift and the mascara is a must have for everyday glamour.
What has branching out into mass market via Target done for your brand?
It’s really strengthened brand awareness and given me the opportunity to really experiment with statement colour, making hi-fashion, catwalk make-up accessible to the mass market.
Are you a mom?
Nearly! (Editor’s note: At the time of interview, Ms. Kidd was expecting twins with her husband, Arthur Wellesley, Earl of Mornington. She has since given birth to Mae Madeline and Arthur Darcy. Congratulations are in order!)
What’s your favourite cosmetic bag?
My favourite cosmetic bag has to be my Hermes purse bag but my JK beauty bag is perfect as an affordable alternative!