Mar 14, 2018
Kim Kardashian unveils concealer kits
Mar 14, 2018
Kim Kardashian's next big beauty launch is on the way -- and the star has enlisted the help of her mother and her grandmother to kick things off.
After months of teasing her upcoming concealer kits from her KKW Beauty brand, the reality TV star and cosmetics entrepreneur has taken to Instagram to share the release date with her 109 followers (the concealers will be available from March 23).
Each concealer kit consists of a liquid and two powders, designed to follow the three-step process of "conceal, bake and brighten" advocated by Kardashian's makeup artist Mario Dedivanovic. The product features anti-aging properties and has been designed for use by consumers of all ages -- as demonstrated by the campaign imagery shared on Instagram, starring Kardashian, her 62-year-old mother Kris Jenner and 83-year-old grandmother M.J. The campaign images show all three women rocking striking platinum blonde hairstyles, with Kardashian proclaiming: "Thanks to my mom & grandma for being the best models and going blonde for this shoot! I'm so proud that my concealers have anti aging properties and we used models ranging from their 20's to 80's!"
The concealers will come in 16 shades, ranging from pale to dark. "We kind of kept it in the same range as our Contour Sticks, so having a light category, medium, dark, and deep-dark, and then having four shades for each, so we're making sure that there's a wide variety," Kardashian told Allure. "For each category, we have two cool options and two warm options, so I feel like there will be something for everyone."
Since launching KKW Beauty last summer, Kardashian has achieved cult status for her contouring kits and ‘Ultralight Beams' powders and glosses, in addition to putting out two different fragrance collections. Her beauty empire is growing rapidly, with a lipstick line also set for release later this year.
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