There's busy, and then there's Kim Kardashian West busy. Over the past year, she's welcomed newborn baby Chicago, who joins siblings North (4) and Saint (2) as the latest member of her growing brood; not to mention added founder of KKW Beauty to her resume along with reality star and social media tycoon. In her spare time, she doubles as a walking street style brand ambassador for her husband Kanye West's Yeezy collection. And when she's not selling strappy Lucite sandals and ice blue sweats simply by stepping outside? She's jetting to Tokyo, sneaking away for a ski vacation with sister Kendall, or setting off Snapchat mania by dying her hair a bold shade of anime pink.
It's by all accounts impossible for Kardashian West to be getting enough rest, and yet, in selfie after selfie, she looks nothing short of 12-hours-of-sleep fresh. How does she do it? For one, she has Madonna as her newly minted beauty confidante. "I've never really done eye masks before, but I just started using MDNA's Eye Mask and honestly it’s so hydrating," she says of its cooling and plumping effects. "It's like nothing I've ever seen before." And then, there's her longtime makeup artist Mario Dedivanovic, who has worked with her for years to help her perfect a sacred, multi-step concealer technique. One that, as of March 23, will be available for the taking when it debuts in one neat KKW Beauty kit.
"I love a bright, washed-out [look] and unless you're a makeup junkie, makeup artist, or influencer, you really don't know how to create it," she explains. "I wanted [the kit] to include each step and be super user-friendly." Arriving in 16 different shades, Kardashian West's liquid concealer makes for a lightweight, yet buildable, base; next comes a layer of color-correcting setting powder, which arrives in shades of creamy white, pink, yellow, or bronze, and is designed to be tapped on top of the concealer. "I let it set in for a few minutes while I do my eye makeup or work on my contour," says Kardashian West who likes the warmth of her skin to diffuse the formula.
But according to Kardashian West, the real "secret weapon" is her tinted brightening powders, which serve as a third, light-reflecting layer that chases away shadows and can be blended into other dark areas (between the brows or around the corners of the lips), as well as swept over cheekbones. It functions almost like a camera flash or the glow of LuMee case—making everything lighter and brighter while blowing out imperfections. And, whether 22-years-old or pushing 80, what’s not to love about that?