Our Story

Coming from the UK’s leading makeover company, every day hundreds of women with different skin tones and skin types ask us for tips and techniques on how to enhance their appearance. So new id knows the secrets to make every woman look and feel beautiful.

Inspired by the expert make-up artists in our studios, we poured all the industry secrets and insider knowledge into creating our own range of professional cosmetics and in 2005 new id cosmetics was born. Designed to offer real beauty to real women, the range delivers easy to understand, educational cosmetics that are suitable for everyone.

Today, the range continues to offer real beauty to real women, delivering easy to understand cosmetics that are suitable for everyone.

Our philosophy

new id cosmetics successfully combines two key elements that other make-up ranges neglect to help you with:

• 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