Our Story

Makeovers can work miracles. They boost a woman's self-esteem; give a glimpse of just how good she can look. So, who better to help create an innovative make-up range that takes the confusion out of make-up than the 200 professional make-up artists that currently work at

new<id's Photographic Studios throughout the UK?

‘The aim was to create a range that simplified make-up application,' explains Director and Founder, Kelly Colman. ‘We listened to hundreds of new <id make-up artists, sharing insights they have picked up from making up real women. These women felt that make-up shopping can be overwhelming with too many fashion-led shades which aren't always wearable or easy to apply.'

So, new <id Cosmetics was unveiled to fill that gap in the market.Today, it is still shaped by the experience of those make-up artists, who listen to what their clients have to say about changing trends and the skin changes that we encounter as we age.

‘new <id Cosmetics is the only range in the world which has a creative team made up of hundreds of working make-up artists,' explains Kelly. ‘The team passes on expert knowledge and insider tips to us every single day at Head Office.'

• We want to help educate you on make-up application so you get the most from cosmetics
• We want to make buying the right cosmetics as simple as possible