<strong>What it is</strong>: An affordable—yet <em>très chic</em>—makeup collection from Joe Fresh Style.

<strong>What it does</strong>: Okay, how do I say this? The problem with many wallet-friendly beauty brands is that they look way better on your face than displayed in your bathroom. (Yes, I'm looking at you, Revlon!) But not this line. The packaging here is very minimalist—all clear plastic in chunky shapes, which reminds me of high-end lines like CK Beauty or Shu Uemura. So there's no need for embarrassment when you pull one of these puppies out of your purse. Here, a few of my favourite picks:

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<strong>Cheek Tint</strong> ($4 each): Available in six shades, you could use this on your lips, too. I love it in Cherry, a great sheer red. A little goes a long way—so apply just a dab, then blend, blend, blend!

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<strong>Eye Shadow</strong> ($4 each): There are more than 14 shades, including Midnight—a super-sheer charcoal with just a hint of sparkle. Perfect for a subtle smoky eye.

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<strong>Brow Powder</strong> ($6): I'm all about options, so I love how these brow powder compacts come with not one shade but two, so you can go for a subtle or more defined look. (Plus, they're available in blonde, auburn, brown and black.)

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<strong>Mascara</strong> ($6): Where else can you get a mascara for $6? This one lengthens and "volumizes" too.

Besides my picks above, the line includes foundations, powders, blush, bronzers, eyeliners, lipsticks, lip balms, lip liners and lip stains. I guess Joe Mimran doesn't do anything in small doses! All up, there are more than 200 products, so rest assured, you won't leave the store empty-handed. Especially at these prices.

<em>Priced at $2-16. Available at select Loblaws stores across Canada (visit </em><a href="http://www.joe.ca"><em>www.joe.ca</em></a><em> for locations).</em>