KKW Beauty Kim Kardashian's own cosmetic brand

Kim Kardashian is following in the steps of her half-sisters Kendall and Kylie Jenner by launching her own beauty brand. As she announced a couple of days ago, at the Forbes Women's Summit, held Tuesday, June 13 in New York, her personal cosmetic brand is called KKW Beauty. The official launch date is slated for June 21, 2017, and you may already sign up for notifications at www.kkwbeauty.com, which is also going to be the main platform for selling the products. Kim Kardashian has also disclosed that she’s working on a new fragrance, which will be available at the end of the year.

KKW Beauty debuts with a couple of products that essentially focus on what the reality star is best known for: contouring. Kardashian had already started teasing the KKW Beauty line, so we know that the first product to be offered is her $48 Crème Contour & Highlight Kit. It’s safe to assume these are going to sell out in a matter of minutes, just like KKW by Kylie Cosmetics crème lipstick set that she and Kylie Jenner launched in April this year. According to WWD, 300,000 of the $45 kits sold out in minutes, generating no less than $13.5 million in sales. The forthcoming Creme Contour & Highlight Kit is also produced in 300,000 units, so industry experts estimate it could amass $14.4 million in sales in under five minutes. Amazing!

The Creme Contour & Highlight Kit features two dual-ended crème formula sticks and a dual-ended tool for blending that’s half sponge and half kabuki brush. One of the sticks is for contouring, while the other is a highlight stick with a matte and shimmer side. Everything is packed in a pink-colored KKW Beauty pouch, and it comes in four colorways: Light, Medium, Dark, and Deep Dark. The products are designed in collaboration with Kim Kardashian's make-up artist Mario Dedivanovic.

The user-friendly kits are said to be a great choice for everyone, even those who have a little or no makeup experience. Each of the stick-ends features a rounded tip that aids in application, so the sticks glide effortlessly, almost like a crayon. The versatile formula can also be worn on the cheeks and lips, and it doubles as an eyeshadow primer.

Kardashian has also explained that she picked a crème formula because she’s now more inclined toward a lighter makeup look, and crème formulas give a more natural finish, when compared to matte. The contour kit will be the permanent part of the KKW Beauty assortment, with both new and limited editions to be released monthly. Kardashian has already announced that her second product will be a concealer kit, which should arrive in just about two months.

"KKWBEAUTY Créme Contour and Highlight Kits launching 06.21.17 at 9am PST KKWBEAUTY.COM."

Stay tuned for more information!

Products mentioned in article

Kylie Jenner KKW by Kylie Jenner Crème Liquid Lipstick

KKW Beauty Creme Contour & Highlight Kit

Marina Milojević

Marina Milojević is a senior editor at Fragrantica. She’s been a member of the team since 2010. Marina writes for BeautyAlmanac and Luxois, ...(more)