What is it? The make-up brand created by -- well, do we really need to explain who the Kardashians are? Let's just say one of reality-TV's most famous and glamorous families.
What’s the USP? It may not promise a fabulous bottom like Kim's, but if you want to create the glossy, high-maintenance, groomed Kardashian look, the girls have created a range with their favourite styles colours and tones.
Hero product? The Whip Lash Mascara (£11.95, feelunique.com), which contains nourishing ingredients to help your lashes grow over time, while providing an instant volumising, lengthening worthy of the red carpet.
How new is it? It launched in the UK in July this year.
I’d try... The Joystick Lipstick Pen, (£10.95) - looks like a lip liner but goes on like a creamy lipstick.