JK Jemma Kidd for Target Hits the Mark

Published in: Makeup, Product Reviews

Target used to be where I’d go for deeply discounted bargains on budget beauty products, kinda like an upscale Wal-Mart, but the company has been on a roll lately when it comes to beauty, expanding the number of premium brand beauty products carried in Target stores.


Yes, girl, the House of Tar-ghay now sells $18 eye shadows.

But in true Target fashion, expect to get a lot of bang for your buck. Target knows you want to save some money, but they also want you to spend some, too. πŸ™‚

Joining recent Target beauty bargains on Sonia Kashuk brushes (holla!) are three new beauty lines — JK Jemma Kidd, Pixi by Petra and NP Set. Each line features items in the $12-$40 range.

I’ve been playing with a few of the eye products and one of the lipsticks from the JK Jemma Kidd line. The entire line includes more than 100 different eye, lip and face products and makeup tools.

With modern colors and provocative packaging, the JK Jemma Kidd line for Target is designed to be stylish enough for the catwalk yet still wearable and affordable enough for the everyday woman.

Jemma Kidd’s name is new to many peeps here in the US, but she’s been a fixture in Europe’s beauty scene for a while. A makeup artist and former model, she opened a popular makeup academy in London back in 2003 and launched her own cosmetics line a few years later.

I don’t expect to be working the catwalk anytime soon, but I can relate to the everyday woman part. πŸ™‚

JK Jemma Kidd Hi-Design Eye Colour in Modernist, JK Jemma Kidd I-Design Eye Colour in Editor ($18 each)

In terms of eye shadow quality, don’t expect Shu Uemura, but I think you can expect products somewhere between MAC and Lancome. There are two shadow lines: Hi-Design (brighter colors) and I-Design (neutral shades).

Modernist (a light, shimmery lavender) and Editor (a cool, shimmery taupe) have finely milled powders, soft to the touch and easy to blend, and both have lots of pigment.

The payoff surprised me. While the colors apply sheer, you can still see that the shades look jam-packed with color. They’re easy to build up and layer for bolder looks.

I love it when products give me options, and these eye shadows do just that, providing plenty of color flexibility. They even last all day long.

Yesterday morning, I applied both colors on top of a layer of Too Faced Shadow Insurance primer. That night, as I was removing my makeup, I noticed that the shadows hadn’t creased or migrated on my lids. They looked just as good as they had hours earlier in the morning.

Sheer Vanity Gloss and Glaze in A La Mode ($18)

Sheer Vanity Glaze and Gloss does lipgloss without the goop! It’s a sheer, glossy lip gloss in lipstick clothing. The texture isn’t sticky, thick or goopy like traditional lip glosses. It will totally come in handy in the fall and winter when the wind whips my hair into my face.

The faint licorice scent fades quickly. I licked my lips to check for a flavor, but it’s taste-free.

One layer of A La Mode’s pastel, shimmery coral-peach gives my lips a pretty, natural color with lots of shine. I dig the hot pink packaging, too. Props for the dainty floral pattern!

And the formula moisturizes like a champ. My lips were dry yesterday morning (I guess I didn’t drink enough water the night before), but Sheer Vanity worked a little like a lip balm, smoothing and softening my pucker throughout the day.

The light, shiny and sheer finish reminds me of Shu Uemura Crystal Shine lipstick and Stila Shine Lip Color, and like those products it needs to be reapplied often (every two hours or so).

Overall, I’m really impressed. As the weather cools, it’ll be nice to have a moisturizing lip gloss that won’t stick to my hair every time the wind blows.

From left to right: Modernist eye shadow, Editor eye shadow, A La Mode lip gloss

JK Jemma Kidd I-Tech Liquid Liner in Drama ($18)

I’m not a fan of most liquid liners. I think the brushes that usually accompany ’em are difficult to control, but not so with I-Tech Liquid Liner. The brush it comes with has a long, skinny tip that made it easy to draw thin, precise lines. All I had to do was remember to remove any excess product from the brush head.

Applying the product yesterday on my lower waterline and lower lash line, the one thing I noticed was the consistency. It’s thicker than most liquid liners, which is great because many have a tendency to run all over the place.

Drama, the shimmery purple shade I tested, has lots of shimmer and dimension. I think it really made my brown eyes pop.

Like JK Jemma Kidd’s eye shadows, I-Tech Liquid Liner had amazing staying power. The water-resistant formula lasted all day long (with just slight fading on my waterline) — a real gem for all you long-wear eye makeup lovers like moi!

JK Jemma Kidd I-Conic Eyes Pencil Liner in Rock Chic ($14)

A light gray shimmer pencil, I-Conic Eyes Pencil Liner in Rock Chic has a built-in sharpener in the cap (so convenient!).

Jojoba oil gives the pencil a smooth texture, and it easily glides across the skin. The product is billed as long-wear, and while it lasted all day on my upper waterline, it did start to fade around midday when I wore it on my waterline or lower lash line. I think the pencil performs well, and I’d recommend it for the price, but I wasn’t as surprised with it as I was with the eye shadows.

From left to right: Rock Chic eyeliner, Drama liquid liner


How Tabs Spends His Days…

I’ve often wondered how Tabs spends his days. Apparently, he’s a lot busier than I thought because I saw him in last night’s episode of The Hills.

Sadly, spotting a cat on screen was the highlight of the episode for me. Is anybody else completely bored by this season so far??

Your friendly neighborhood beauty addict,



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  1. Karen B says:

    Those liners look fierce ^^

    Karen Bs last blog post..Oh my effing Iker

  2. Dao says:

    Oh man, I reviewed the 3 new makeup lines at Target last week. If you haven’t seen it yet, click here (I hope the code works!) My review is no where as detailed as yours, I have so much to learn.

    I’m surprised at JK line, the eyeshadows are really pigmented and I *heart* the brush set. Did you touch ’em? The lil kabuki brush is to die for! Too bad I don’t love the price tags πŸ™

  3. Glosslizard says:

    I gotta check out the liquid liners too!

  4. Tania says:

    Hey Karen thanks for the review! This stuff looks pretty fierce but I’m really interested in the Pixi eye shadow palettes and how those are. As for The Hills I was all excited but for some reason it was a let down. However I’m always shocked of how Speidi treat others and each other. No matter what though I’ll keep watching and watching no matter how bad it is. Love that Tabs was in the show!! πŸ™‚

  5. Elle says:

    I’m really interested in checking out the lines, but I’m wondering how “intact” all of the makeup will stay. Does that make sense? I love drugstore makeup-shopping but am always bummed if the lipstick I want has already been opened. Yes, the vultures at my neighborhood Target will even open up the well-wrapped makeup items, too. πŸ™

  6. Karen says:

    Hi Karen B.,

    They’re pretty nice, especially the liquids.

  7. Karen says:

    Hi Dao,

    I read your review and can see that you put a lot of time into it. Great job! πŸ™‚

    Yeah, I kinda want more of these. I sense that they’ll be very addictive.

  8. Karen says:

    Hi Glosslizard,

    Yah! The great thing is they don’t move at all! No smudges. πŸ™‚

  9. Karen says:

    Hi Tania,

    You’re welcome!

    I haven’t tried the Pixi palettes yet, but I am testing the mascara a few other items. I’ll let you know if they’re good. πŸ™‚

    The Hills was a TOTAL let down. It’s getting more contrived and boring as the season goes on.

    Speidi is so gross to me. I don’t know why Heidi acts so shocked every time Spencer does something rude or terrible! I mean, the jig is UP! The guy is a jerk!

    LOL, Tabs was quite thrilled to make his national television debut!

  10. Karen says:

    Hi Elle,

    That’s crazy! I’ve seen that at Rite Aid, but not at Target! I guess you could always get ’em online… but it’s not nearly as instantly gratifying, fo’ sho!

  11. Mariah says:

    Man, I dunno. They’re cute shades, but I always thought the idea of paying $14-16 for an eyeshadow was a by-product of getting to buy it in an upscale department or specialty store. But making me pay $18 (Almost 20 bucks for a SHADOW or a LINER?) in a store that also sells tampons, Bonne Bell, and filled with screaming children, seems just wrong.

    I know it seems nice that they’re “bringing fashion to the masses” like the totally did with Mizrahi, but really, how hard is it for people to just go to the mall instead?

    Also, Tabs gets around man!! Can he introduce me to the cast of the Hills?? XD

  12. Karen says:

    Hi Mariah,

    I guess it’s a good way for those who don’t really live close to a mall with upscale cosmetics. El Hub and I often talk about moving to the boonies because everywhere is pretty much cheaper than the Bay Area to live; if the nearest mall was an hour away and Target was just 15, it would be comforting for me to know that I could get high end cosmetics fix easily!

    I will ask Tabs about introducing you this afternoon when I get home from work. He was in a feisty mood this morning so we’ll see. From what I hear he can’t stand Spencer, LOL.

  13. Brittany says:

    I really, really want that purple liner. It looks amazing. I generally don’t like liquid eyeliners either, but that color is just so pretty.

    I have to agree with about the Hills this season. So boring. I watched the first episode of this season and I just haven’t bothered since.

  14. Karen says:

    Hi Brittany,

    Yeah, I went a lil’ nuts when I saw it at first… and I’m not even really a liquid liner kinda gal! It’s very beautiful on. I’m thinking I’m gonna try it with a cool-toned gold later on this week, just on the upper lash line.

    You really didn’t miss much last night. The gang went to Vegas (big whoop), Spencer and Heidi had some more lame contrived domestic drama, and oh, the tabby cat made an appearance.

  15. Shefali says:

    I tried the shadows from JK and liked them but returned them. The price is too steep for me. However, when budget permits, I may go and get some products that look interesting.

    I am however, very impressed the Pixi line. I have a lipgloss and I absolutely adore it. It’s great color pay-off, I like the texture, and I love that it’s in a click-pen applicator. You can control how much or how little you want. Love it. Plus they’re line has so many items that are great for being on the go…cute compartments and all kinds of neat stuff.

  16. Amanda says:

    Hey Karen,
    great post and review (of course! :-)) I’ve been very curious about this line and Pixi. I swatched the orange shadow from JK last time I was there, but hadn’t taken the plunge yet. I *did8 get one of the Pixi lip blush (lip stain in a marker)….it’s great so far, I’m actually pretty impressed. I had the Pixi mascara in my basket but took it out, so I will anxiously await that review. And I’ve posted before that I’m interested in those pixi e/s palettes….

    as for buying “high end” makeup at Target, I LOVE the idea. I guess you could say I’m one of those people who live in the boonies…while we have one mac counter and one benefit counter, the closest sephoras and nordies (so Bobbi brown, shu, etc) are over an hour away. We don’t even have Ulta (yet-we are getting one this fall, can’t wait). So, yeah, it is pricier but for a makeup lovin’ junkie like myself it’s also totally awesome. Just my 2 cents.

    *a caveat, since I am a makeup lovin’ junkie I will drive the hour+ to shop for makeup and also order online…..

  17. Rowena says:

    Hey Karen!

    I have to say, I think I prefer the UK packaging – its a solid bright pink, I prefer it to the clear cases – I wonder how different it is to Jemma Kidd UK? I do like some of the stuff here but its sold alongside very cheap chemist (drugstore!) brands, and I dunno – I personally like some differenciation when I’m spending £5 on a lipstick compared to £15? I don’t want to have a self service staff for stuff that costs over £10 πŸ˜€

    Rowenas last blog post..Hidden Gem: Integrate Shiseido Long and Volume Mascaras

  18. Karen says:

    Hi Shefali,

    I have a few items from Pixi and am very excited to try them. I don’t have the gloss, though, but it sounds cute. Does it have a taste? How sticky is it?

  19. Karen says:

    Hi Amanda,

    Thanks girlie! I have the lip glush in my stash! That’s good to know that you like it. I was gonna wear it today but ended up going with the JK lipgloss!

    LOL, I’m just might be with you in the boonies department very soon. El Hub keeps talking crazy talk about wanting to move Chico, California; it’s farther away from the Bay Area and the houses are cheaper. Sad thing for me though is the nearest decent mall is in Sacramento and that’s like an hour away. You know I’d probably get up at 6:00 to drive there for a MAC launch, LOL.

  20. Karen says:

    Hi Rowena,

    Wow, that’s interesting. It’s funny how stuff is regarding when it’s sent overseas — I remember seeing drugstore lines Cover Girl and Maybelline at very fancy stores outside of the US, and thinking it a bit odd.

    I haven’t seen the UK packaging, but if it’s the same bright pink as the lipstick I’d probably love it.

  21. Nina says:

    oooh, i can’t wait to check it out. first topshop.com usa and now jemma kidd…talk about british invasion!

    Ninas last blog post..Casual Tuesday

  22. I keep swatching those eyeliners everytime I go now. Love the purple the best! Aaaand, Target sells Pixi!

    Mrs. Lynne, MakeupFix.nets last blog post..New Loot: My Inner Fashionista Says "Holla At Yo’ Skirt"!

  23. Kelly says:

    I played around with them in my nearby target. I was impressed with the color payoff not so much with the price. What really shocked/scared me was how well the liners lasted. I tested on my hand the bright turquoise and pink(maybe purple?). Two days later after much scrubbing and general work I could still see the two colors. They were faint but believe me they were still there!!

  24. Tiffany says:

    I was sooo excited to go check out the 3 new lines when they were released, but then I was really disappointed in the prices. I had assumed they would be similar to the sonia kashuk prices. I was also overwhelmed because there was SO much new stuff, so I will probably go back and look in more detail when I don’t have my hubby waiting on me and I can spend my sweet time πŸ™‚

  25. p. potter says:

    I love Target. Actually, I’m addicted to the dang store. If you could liquefy that bullseye and give it to me on drip, I’d be set.

    I love makeup, both expensive and cheap. My bag is a mix of pricey and affordable brands.

    Though I can’t help but feel like this is wrong. I don’t want luxury from Target, because if it’s coming from Target, it ain’t exactly luxurious. It’s like how they sell Bumble & Bumble, Frederick Fekkai, and Biolage now. It cheapens the brand! Don’t these people have marketing execs? I guess the bottom line is always a dollar $ign. But I feel like it compromises their overall message.

    I’m going to steer clear of these brands. Maybe I’m a beauty separatist, but so be it. I like compartmentalizing: Sephora, Ulta, Target/Longs. They all have their places and I want to keep it that way.

    p. potters last blog post..An Eruption of Love

  26. yazmiiiin says:

    Hey Karen,
    Can you please review the Sephora Brand Balancing Liquid Foundation with SPF 15?I’m dying to buy it,and it’s only 6 bucks.But I wanna know your opinion of it first.So,please?


  27. Karen says:

    Hi Yazmiiiin,

    I will add it to my (ever growing) list! I hopefully will make it back to Sephora in the next two weeks so when I go I’ll give it a look. πŸ™‚

  28. Karen says:

    Hi Nina,

    I know. And I thought that getting the Boots was the pinnacle of all coolness at Tar-ghay!

  29. Marisol says:

    Wow Target is trying their hand with some great brands. I am gonna check the one near my place to see if they have any of these goodies.

    Yeah I am pretty bored with the Hills but I can resist it. Are you watching 90210?

    Marisols last blog post.."Donna Martin Graduates"

  30. Shefali says:

    Hey Karen –

    I can’t taste anything when I wear it. It smells like vanilla caramel…I love it. It’s sort of sticky, but not too bad. I don’t mind sticky gloss b/c I just love gloss. I really like the color payoff. The color I have is Daisy. Let me know if you try it! Can’t wait to hear your impressions.

  31. Karen says:

    Hi Marisol,

    No, what night is it on? I don’t know if I’m ready to go back to the Peach Pit. I still like watching the old school eps on the SOAP channel. πŸ™‚

  32. Karen says:

    Hi Shefali,

    It sounds like a good gloss! It’s hard to find one that has lots of good payoff, so I’m looking forward to checkin’ it out!

  33. Marisol says:

    It is on tonight. Either at 8 or 9. I record it so don’t know the time. I am a hard core BH90210 fan but I liked the show. Entertaining to say the least.

    Marisols last blog post.."Donna Martin Graduates"

  34. Karen says:

    Hi Marisol,

    Y’know what’s funny to me? Shannon D. still looks the same as she did back in the day.

    I wonder if Dylan will come back and resurrect the Dylan/Kelly/Brenda love triangle!

  35. Karen says:

    Hi Mrs. Lynne,

    Yup… I have a few Pixi items to review soon. πŸ™‚

    Will you pick up any of the liners?

  36. Karen says:

    Hi Kelly,

    I know! They weren’t joking when they said they were waterproof. I put a lil’ bit on the back of my hand this morning, and after a bajillion hand washings it’s still there!

  37. Karen says:

    Hi Tiffany,

    Hey, that’s the best way to do it, girl. I love El Hub and all, but Sephora is much more fun when he’s not waiting around for me, LOL.

  38. Karen says:

    Hi P. Potter,

    Yeah, I see what you mean. I do think it’s handy, though, for people who don’t have ready access to a large selection higher end cosmetics.

  39. AppleDiva says:

    The products look great, but the prices are not good. Now, if Targheezy carried Barry M, what a wonderful day that would be.

  40. YellowFever says:

    I tried the Jemma Kidd cream blush and LOVE it. Go get it Karen! I also bought a lipstick (one of the regular ones in the black casing, and the lipsticks have absolutely no smell or taste! The lipglosses smell like Dawn liquid soap though. hehehe I’m going to go get an eyeshadow next. I usually don’t spend this much, but Jemma is my real name and I like doing that ghetto thing where your name is plastered all over ur stuff hahaha πŸ˜‰

    YellowFevers last blog post..Outfit of the Day

  41. Karen says:

    Hi AppleDiva,

    Tis pricy, fo’ sho… but the quality is good. I can get down with $18 eye shadow if it’s excellent.

  42. Karen says:

    Hi YellowFever,

    Aww! I would totally do the same thing if there was a makeup line with my name plastered all over it!

    I am a sucka for a good cream blush so I will look into that. Thanks!

  43. Jess says:

    Great post as usual Karen!

    Heading to Target this weekend…. If I overspend it’s youre fault! πŸ™‚

  44. Karen says:

    LOL, thanks Jess. Have fun… try not to go crazy when you try out the shadows. πŸ™‚

  45. Joanne says:

    I tried the jemma Kid eye shadows on my hand and while the colors looked pretty, they didn’t really seem smudgeproof. I really want the NP travel brush set.
    I agree, the hills is a bit boring this season. I think they hyped up the whole Brody and Doug are in jail part.

  46. Tanya says:

    That taupe shadow will be mine.
    That taupe shadow will be mine.
    That taupe shadow will be mine.
    That taupe shadow will be mine.


    Isn’t that liquid liner AMAZING? I had tested it when I was in San Fran and that stuff lasted through numerous hand washes, three games of bowling, dinner at Hooters and other SF shenanigans until 3 in the morning. I was impressed. And would shell out the $18 for it.

    Tanyas last blog post..Update – Taking A Small Breather

  47. Amy says:

    Has anyone tried the Jemma Kidd mannequin primer? Trying to find a review before I purchase it. Thanks!

  48. Pilita Wilson says:

    Did Target discontinue this line of JK Jemma Kidd? I love this makup and cannot find any Target locations still selling it.

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