New CID Cosmetic launch

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At the New ID Studios and Burlingtons, Princes Street, London W1 

New CID Cosmetics was first launched in 2007 by Kelly Colman, a former model and makeup artist. Whilst working with women of various skin types, she hit upon the idea that a carefully selected colour range could be compatible with all skin colours and hues.

It’s this premise which ensures that what appears to be a ‘limited’ colour range also enables all women to use one or more of New CID’s products. This almost a no fuss studio to kit out the face is also perfect for today’s busy and space-in-the handbag conscious woman 

The New CID launch took place at a spacious and colourful central London venue where I watched live makeup application sessions and generally soaked up the atmosphere. 

Here are the show’s debuts:  

The i-open double ended eyeliner and under eye concealer pen which helps reduce redness /dark circles inside and outside the eye. Available in two shades 

The i-pout twist up lipstick with mirror – the vitamin E infused formulation moisturises in addition to adding colour. Also incorporates a built in light to aid night time application – is this a first or what? Available in eight sultry shades 

The ‘eyes lips and cheeks’ palette – a double deck stack of eight shades, four for the eyes, three for lips and one blusher. For daytime use the light matt effect shades, glam up at night with the darker shimmer effect shades colours. Comes with mirror and applicator brushes 

The combined i-smoulder smokey eye pencil and shadow pen – designed to recreate the ever popular smokey eye effect. Precise application is aided by the angled eyeliner at one end. At the other end a matching cream eyeshadow applied via a sponge brush provides smoky sexiness. Comes in eight shades 

The i-glow compact shimmer powder with mirror – baked formulation with light reflective pigments which mimick the natural radiance found in all skin tones. Can double up as blusher. Comes in three shades 

All the debut products feel sturdy and well made in the hand. The packaging is simple and in good quality board too. As a darker skinned woman I was pleased to see the pink and gold tones in coral blush i-glow brighten my natural skin tone. Yes I glowed!

I’m also particularly excited to learn of New CID’s i-perfect Colour Adjust Foundation which claims to ‘adjust’ intensity according to the varying pigmentation in your skin. Watch this space for an update as soon as I can get my hands on these products! 

In the UK, find New CID cosmetics in House of Fraser and Debenhams where items retail at between £18 to £24, not unreasonable for makeup that goes on well and stays on. Other smaller outlets can be found on New CID’s website (see below) Worldwide New CID can be found in, amongst other places, Hong Kong and Denmark.  For further information including video demonstrations and tips visit

Purchase online (limited range) at


Photograph (clockwise from top)

 Eyes lips and cheeks palette, i-glow compact shimmer powder in coral blush, i-pout twist up lipstick in scarlet, i-open eyeliner and under eye concealer pen, i-smoulder smokey eye pencil and shadow pen sarah 


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