Target is rolling out three versions of up-and-coming makeup artist lines. Makeup artists Jemma Kidd, Napoleon Perdis and Petra Strand have signed on to collaborate with the retailer to bring out more affordable and slightly different versions of their existing prestige lines for the Target beauty shopper.

Each have taken a different spin on their original lines for the Target edition but have kept positioning pretty close to its roots.

Kidd's masstige line, called JK Jemma Kidd  includes lip, face, eye and cheek items, as well as makeup tools. Prices start at $14 for I-conic Eye Pencil Liner with a built-in sharpener and go to $36 for a Smoky Eye Palette. The color items, Kidd said, have been designed with strong pigment to produce bold statement colors. Some of Kidd's favorite items include Colour Adapt Gloss, a clear lip gloss that reacts to the pH level in a person's skin, giving off a tint respective to that individual. It will retail for $20. She also likes the I-Tech Liquid Liner, for $18, and Mannequin Skin Complexion Enhancer, for $24.        

I wonder what makes this new Target beauty products line affordable. A thought about mixing cheaper ingredients doesn't make me excited.