Best of British: New CID Cosmetics

This is the start of my Best of British series showcasing great authentic brands...

New CID Cosmetics is the brainchild of husband and wife team Kelly and Clive Colman, who met on a long-haul flight, Clive subsequently proposed two weeks later, that was 10 years ago! An inspirational business and love story too! These creative business minds came together and with in-depth global research and experience (Kelly ran a modeling agency and Clive, a makeover studio) have quietly created a unique British brand to be proud of.  

It all began just four years ago with a bronzer and a few lip glosses! A lot has changed since then.

I was given some products to test a few weeks ago after an event at their studios in central London. I have worn the products daily and am impressed. With heightened interest and I wanted to know more and really check out this brand and its people. Persephone of Kilpatrick PR put the wheels in motion and I met with New CID’s International make-up artist – The fabulous Mikey “look up/down for me babeee” Phillips!

I sat and watched a true professional at work. He has an interesting background; he studied performing arts, was in a boy band and signed to a major label. Has done musical theatre and TV, and latterly became a session make-up artist. He has one true love – Kylie Minogue. He recalls one poignant childhood memory when he was “skipping around the school yard with all the girls singing ‘I should be so lucky’ by Kylie”. Who he totally relates to in that she has never been scared to reinvent – a lot like himself. I thought, I could laugh with and listen him to all day.

He met the Creative Director of New CID cosmetics, the very handsome and very married (sorry ladies/gents) Rupert Kingston at a party a few years back - who based on his experience and larger than life character, invited him to test at their academy and the rest is history.

I ask him why New CID cosmetics? What makes him so passionate about this brand and committed to it? He said, “It is a truly creative space” he added, “It can be whatever you want it to be and the quality of product backs up the sophisticated packaging.” These are innovative products. From the colour adjusting i-perfect foundation to the i-volumise, which is just the best mascara with its brush and comb applicator in one - you get perfect separation. The i-glosses light up as you apply and have a mirror on the side. New CID has a capsule wardrobe of make-up, they do not believe in trend make-up and product quantity overload.

Mikey demonstrated on the lovely (non-model) Katie, how to add a few touches to give the ‘WOW factor’ to her existing day face. See below; he used i-conceal on parts of her face, i-gloss in Coral Candy on the lips, i-smoulder in Amethyst on the eyes, i-glow in coral crush on the cheeks and i-groom on the brows. 

Katie - Before

Mmmm let's see

On with i-glow

Light me up!

i-smoulder goes on

then i-groom
Test: I used a harsh light angle when taking this pic and the products still look great on Katie.

Gorgeous in 10 minutes!
Your gorgeous too Mikey ;)

My faves are: the synthetic powder brushes; they are so soft and don’t irritate, the i-volumise mascara is amazing and comes out on the 15th February in brown, plum and black. The foundation I wear everyday because it looks so natural. The i-glosses have a lovely texture. I was pleasantly surprised that the make-up worked and looked great on my skin tone, as new product lines don’t normally cater for darker hues so early on. In fact, there are cosmetic companies which have been going for many years that still don’t.

I also met Andrea, the Account Manager of Debenhams Oxford Street, she has a team of 11, who were all so passionate about the brand. 

New CID make-up artist Farah doing her thing

New CID counters are at Debenhams Stores in London, Newcastle, Manchester, Bristol and Cardiff. They also have studios at London’s Westfield Mall and House of Fraser Oxford Street.

I have some 10 minute complimentary makeover vouchers that can be redeemed at any New CID counter in the UK. So feel free to email me with your name and address and I’ll send them through on a first come first serve basis.

The lip range starts from £12.50-£18.50, i-conceal £19.00, i-volumise mascara £18.00, and the i-perfect foundations £28.50.

New CID is a perfect alternative to the cosmetic giants out there who seem to have an ever-present monopoly, and are a refreshing addition to the industry landscape. 

New CID cosmetics is a British brand of chic simplicity with an exciting future.  


All images taken by CamilleA.

1 comment:

Anonymous said...

hey. do u remember me hiding under the table to put on the lip gloss with the lights????????? that was CID!!!!
and i was hiding coz i thought the lights would draw all the attention....well now that the gloss with the light bulb has made it to ur blog i can be sure there is no need to hide...hahhahaa