This Is How Kim Kardashian-West's KKW Beauty Line Will Be Different Than Kylie Cosmetics
Kim Kardashian West, the beauty-loving business mogul known to "break the internet," has just announced her first makeup line, KKW Beauty, featuring a contour and highlight "kit" projected to net $14.4 million within minutes of its launch.
Kardashian teased the KKW beauty collection via Instagram last week and took to Snapchat to announce her new solo venture. "I am so excited to announce, you guys, KKW Beauty," Kardashian wrote. "I really think you guys are going to love it. I worked so hard on this, and we're launching first with a contour product. It's like a collection of cream contours. So get ready to be contoured!"
The $48 Crème Contour & Highlight kit will be available in four separate shades, containing two dual-ended crème formula sticks that are half sponge, half kabuki brush, and come neatly packaged in a “Millennial pink” KKW pouch. Kardashian promises the sticks make the whole contour and highlight process a lot easier, stating that they're “literally almost like a crayon” you draw on your face.
“[Contouring] transformed my face when I saw my nose totally change into a smaller nose — and I was hooked from then,” she told WWD, adding that she opted to start with this particular set of products first “because I know that no matter what look I’ve been doing — whether it’s a heavier makeup look or light makeup or smoky or color — contour has always been constant. I feel like I have been known for contouring.”
After selling 300,000 of the $45 kits within minutes of the launch of KKW x Kylie line back in April, which produced an estimated $13.5 million in sales, both the 36-year-old and partner/manufacturer Seed Beauty are confident that her new solo line will be just as, if not more, successful. "We have a good model, and even from our lip kit, we have a really good general idea of what our customer is going to be like. We are definitely prepared for the demand.…I know they [Seed Beauty] do make a mass volume. It’s not like we’re making a small quantity and it’s selling out,” Kardashian said.
Of course, Kim also addressed the question of how her kits will be different than her younger sister's now infamous Kylie Jenner Lipkits from Kylie Cosmetics. Aside from not launching any matte liquid lipsticks -- which put the young Kardashian family member on the map -- Kim says her collection will be more in line with what an older audience is looking for, namely "less splashy color palettes" and makeup infused with anti-aging skincare properties, as well as full sets of products to create a look, not just one-off pieces.
“I am older than Kylie. We definitely have a different audience," Kardashian told WWD. "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… [When] you work so hard at something, you do want people to see it for what it is.”
The contour and highlight kits will be available at kkwbeauty.com on June 21at 9 a.m PST.