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Jemma Kidd is the kind of woman you want to hate. Ex-model, married to some kind of prince or aristocrat, it girl, mom, entrepreneur. Vomit. For real. She makes it all seem effortless. But give Kidd credit for letting the hoi polloi peek behind the curtain: Her make up school in London aims to educate women on effortless beauty, while Kidd’s Make Up School cosmetics line, launched Stateside last year, tidies up all those tricks into a few key products. One palette takes care of color for the whole face, a lipstick comes with balm attached, and minimalists can rid themselves of clumpy mascara for good by means of Kidd’s cult Eyelash Tint.

But Jemma Kidd Make Up School has plenty for the maximalist, too stuff like the Crushed Jewel Jel Eyeliner, which confers some instant rock chick glamour on she who dabs it. The silvery-white hearkens back to Swinging London mod, the purpleish shimmer, more subtle than it seems, hints at New Wave cool, and basic black gives a bad girl smoky eye some welcome sparkle. Best of all: The liners are a breeze to use and instructions are included. It’s effortlessness for the rest of us.

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