See, we told you Kim K’s gonna release something contour-related for her upcoming beauty line. Over the past week, the 36-year-old has finally revealed exactly what she has been working on and started previewing the products across all her social media platforms. The Crème Contour and Highlight kits are available in four separate shades to complement a variety of skin tones, ranging from Light to Deep Dark. Each kit comes with a dual-ended contour stick, a dual-ended highlighter that contains a matte and shimmer formula on each end, and a dual-ended blending brush and sponge, all for US$48.
While she made all these announcements, the internet was quick to accuse Kim of stepping into her sister, Kylie Jenner’s makeup territory. In an interview with Women’s Wear Daily, she addressed the issue stating that the focus of her makeup line is totally different from that of Kylie Cosmetics. Although the products from both brands are produced by Seed Beauty (the parent company for Colourpop as well), it is pretty obvious when you take each brand’s target audience and age group as an indicator. Besides, Kylie is in the lip kit game and experiments with different lip colours and formulas, but Kim keeps it muted and is known for something else: contouring.
“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 colour cosmetics [range] with shadows and all of that to start.” Kim told WWD on the difference between her makeup line and her sister’s.
Kim adds on: “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.”
The contour queen has released a 5-minutes long tutorial on the different ways you can use the kit and it’s free to watch on kimkardashianwest.com. In the video, Kim mentioned that the reason why she decided to first launch contour kits was due to the fact that she had no time to go full-on glam especially when she has to handle her kids, but contouring her face allows her to maintain her signature bronzy, glowy look without looking pale.
From the video, it seems the contour and highlighting kit proved to be very versatile, in which you can apply the products on several other areas besides the cheeks. In the tutorial, her makeup artist, Mario Dedivanovic demonstrated to viewers that the formulas can also be applied on the lids to act as the base for eyeshadows or can even be applied alone. Since the contour sticks are of a crème formula, it can also be applied on the lips to achieve a monochromatic look. Kim also highlighted that she intentionally made the sticks have a fine oval point so it can reach hard-to-get places such as the lower lash line.
And fret not, her products will probably take a longer time to sell out since she took into account what her audience will be like and the demand for it.
“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,” she told WWD.
So yes, we think these sisters can each have their own makeup line, because their offerings are completely different – and we are excited for beauty junkies’ reviews to start rolling in on how her Crème Contour and Highlight Kits fare.
KKW Beauty Crème Contour and Highlight Kits will be available on 21 June 2017, 9am PST (22 June 2017, 12am Singapore time) at kkwbeauty.com
Header image: @kkwbeauty
