Jemma Kidd

WITH HER LONG, sweeping blond hair, lithe ballerina frame and clear-as-day complexion, one would expect to find Jemma Kidd shimmying down the runway. But instead she is backstage, make-up brush in hand, rushing to get models picture-perfect and ready for the catwalk.

'I did get into the fashion industry by modelling, but to be honest it really wasn't for me. I found myself wanting to be backstage in the bustle of it all rather than on the catwalk. I began to hang out with the stylists and make-up artists and realised that doing something like that suited me so much more. I started out as a stylist because I love fashion but it still wasn't creative enough for me, so the next step had me taking a course in make-up. As soon as I had the brush in my hand, it just felt right.'

In 1999, she was spotted by Premier Hair & Make-Up, one of Britain's top talent agencies, and soon after landed her first advertising campaign for Gianfranco Ferre. The same year, cosmetics giant Max Factor signed Kidd up for a three-year contract to be its official spokesperson and she was nominated for make-up artist of the year at the Pantene awards. Her incredible success led her to open the Jemma Kidd Make-Up School in London in 2003. 'So many people were coming up to me asking for tips and help so I opened the school so I could help them all.'

Despite her firmly planted presence in the British public eye - her recent marriage to Arthur Wellesley, Earl of Mornington and the heir to the Duke of Wellington, has earned her the title of Countess of Mornington - Kidd remains down to earth in her approach to both fashion and beauty. 'I knew nothing about make-up when I was younger. All I wanted to do was ride horses, so make-up was very alien to me. Putting eyeliner on miles away from my lash-line in a nice thick line or stealing my mum's lipsticks and trying to apply them was a bit of a disaster! Maybe that's why, even now, I think less really is more.'

One for always keeping it simple, Kidd's focus is on skin - the fresh-faced dewy look, which she has perfected.

'I truly believe that it's not just what you put on your skin that makes a difference but what you put into your body. There is no point in spending #100 [HK$1,500] on great face cream if you are going to go and eat rubbish. I try to avoid eating sugar, processed foods and caffeine.