The launch of KKW Beauty is on June 21, and Kim Kardashian has been spending every day since the announcement of her first-ever solo makeup line promoting the products on social media.
The first products to be released from the line are four crème contour kits in the colors light, medium, dark, and deep dark. Each kit is $48 and comes with a dual-sided contour pen, a dual-sided highlight pen, and a dual-sided blending brush all wrapped up in nude-ish, pink packaging.
In a behind-the-scenes makeup tutorial posted on the KKW Beauty Twitter and Instagram pages, Kardashian explained how to use the contour and highlight pens.
The great thing about the kits is they're capable of doing most of the work of your makeup routine, and the simple dual-sided pens make contouring easy for those who usually find it intimidating.
Before KKW Beauty was announced, Kardashian hinted at a future makeup line when she collaborated with her sister Kylie Jenner on nude lip kits for Kylie Cosmetics.
The collab was called KKW x KYLIE, and it featured four different crème nude lip colors.
Ever since the announcement of KKW Beauty, fans have been comparing Kim and Kylie's makeup lines, saying Kardashian is about to eclipse Jenner's success in the beauty industry and that a feud between the two is inevitable because of it.
But, like, Jenner is getting her own reality show (Life of Kylie) and no one is accusing her of trying to cause drama in the fam... Let's be real, all of these things are probably Kris' idea. She is the mastermind behind it all, after all.
Anyway, Kardashian has now addressed the comparisons fans are making between KKW Beauty and Kylie Cosmetics, saying she doesn't feel any competition between her and her youngest sister because while Kylie's line focuses (mostly) on lips, her line focuses on skin.
In an interview with Women's Wear Daily, Kardashian said,
A lot of my stuff is going to be for skin … [I'm] trying to mirror skin care with makeup. It's going to be a different vibe; it's not going to be a full color cosmetics [range] with shadows and all of that to start. I will probably do some kits here and there of specific [makeup] looks I've done and keep it within the looks. I am older than Kylie. We definitely have a different audience. We do have a lot of similar things — but we aren't doing the same products, so we won't run into that overlap. We're really cautious of that. We work together to make sure that we don't overlap like that. Ultimately, I think once it launches and people see we are a really different brand, it will be able to coexist, but be so separate.
I feel like what she said is the pretty obvious difference between KKW Beauty and Kylie Cosmetics, but people will think what they think.
Even the marketing campaigns for these two lines are completely different. You can tell what audiences the two women are pitching to right away.
Jenner's audience is obviously younger and into more out-there, bold colors like the ones Jenner wears herself. She's playing into the experimental nature of younger millennials.
Kardashian's audience is obviously a bit older and more sophisticated just by nature of their age. And Kardashian herself only wears nude hues, going for a simpler/still glamorous look. And she's selling products that accomplish just that.
So chill, fam. They can both have makeup lines.