Have you ever picked up a fetching little pot of makeup but had no idea what to do with it? Maybe you've felt overwhelmed by the choices at those vast department-store makeup counters. Worry no more. Pink Beauty -- a Canadian line of cosmetics launched in July 2006 -- is here to help.

With a tightly edited colour palette suiting every complexion and easy-to-apply products, the line of blush, eye shadow, lip colour and mascara is ideal for women who love foolproof makeup.

We caught up with Pink Beauty creator April Jacob, a Toronto-based, Winnipeg-born makeup artist, to find out about her new line, what's cool for fall and the secret to applying blush.

Q. How did you get into the world of makeup?
A. I went to makeup school in Toronto, where I studied film, special effects and everything to do with makeup. I've been a professional makeup artist for the past 10 years. I've worked in TV, film and print. I was also behind the cosmetics counter at a high-end department store, which gave me a real idea of what women are looking for.

Q. Where have we seen your work?
A. I worked on a television show called The Decorating Challenge. I've also done print work for Harry Rosen, Time, People and Entertainment Weekly, where I worked with Canadian actor Hayden Christensen.

Q. You've worked on both sides of the border. Do Canadian women differ in their approach to cosmetics?
A. Canadian women tend to be a bit more conservative in their approach -- they tend to go for a natural look. But I've noticed in the last two or three years that they're starting to be open to more colours.

Q. Tell us about Pink Beauty. How is your line different from what's already out there?
A. Pink Beauty is a new cosmetics line that's fabulously feminine. It's user-friendly and foolproof; anyone can use it. All the textures are sheer, so they're easy to blend and layer. And the packaging is glam and eye-catching, done in matte pink. It really reflects today's glam girl.

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Q. What does the line consist of?
A. Right now the product line includes luscious, scintillating textures for the eyes, lips and cheeks -- eye shadow, mascara, cream blush, lip gloss and lip sheer.

Q. What's lip sheer?
A. It's between a lipstick and a lip gloss -- it's not as light as a lip gloss, yet it lets your lips show through. It's a more natural look.

Q. What are the hot makeup colours?
A. Hits of colour for the eyes -- violet, lilac, taupe, bronze and green. Rich, full, dark lashes, red lips and sheer flushed rosy cheeks. The whole look is sophisticated, polished and ladylike -- very glamorous.

Q. What are your favourite Pink Beauty picks?
A. The must-haves are Elsie Luscious Lip Sheer, the perfect red as anyone can wear it. And Chi Chi Eye Splendor Shadow -- it's a very sheer colour that relates to the hit of colour on the lips without overpowering.

Q. If we could wear only one cosmetic, what should it be?
A. Lipstick or lip gloss. A bit of colour instantly lifts you, and the great thing is it's quick and easy to apply. Sheer textures are best -- they allow you to show your lip colour but add a bit more [colour], which is what makeup should do.

Q. What's the most common makeup mistake?
A. Women apply blush in the wrong place. Basically, most women use blush as a contour -- under the cheekbones. But the purpose is to enhance the flesh of your cheek. Smile, find the apple of each cheek, start there and blend out toward your ear.

Q. What's next for Pink Beauty?
A.Down the road, we'll be available at select retail department stores and global markets. I've got big plans for Pink Beauty!

Pink Beauty cosmetics are available online at www.pinkbeautycosmetics.com.

Got a question about beauty? Ask ELLE Canada's expert, Miss Blush!

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