How KKW Beauty Is Different From Kylie Cosmetics

Photo credit: Instagram
Photo credit: Instagram

From Harper's BAZAAR

There is nothing surprising about Kim Kardashian West launching a line of contouring makeup sticks. Her name is practically synonymous with the makeup technique at this point. But what is surprising is just how many years it took her to do it. Why is KKW Beauty, which launches June 21, just now happening in 2017?

Any beauty junkie that's been keeping up with Kim knows that this isn't her first foray into makeup. And we're not even talking about her limited edition release with Kylie Cosmetics last month. In addition to a line of hair products, tools, and self-tanners, Kardashian West and her sisters debuted a line called Khroma Beauty (later changed to Kardashian Beauty after some nasty legal issues) back in 2013. The products are now all but gone, but not forgotten.

"I definitely learned that I am so proud this time to have full control. Full control is super important," Kardashian West told BAZAAR.com. "With Kardashian Beauty before, I loved having someone guide us. We didn't know as much, we weren't in the factories formulating the products." She credits the change in the media landscape, and the rise of beauty influencers and social media marketing, with her decision to finally branch out on her own. "I think the world has changed so much with social media, especially in the beauty world with these influencers. The last few years I think I've learned so much about the business, it's been a fun process."

The contoured-and-highlighted elephant in the room is obviously Kylie Cosmetics, the powerhouse beauty brand launched by Kardashian West's half-sister Kylie Jenner. Fans wanted to know - is it possible that Kim is just copying Kylie? While both lines are produced by Seed Beauty (a brand incubator and manufacturer that also makes Colourpop cosmetics), Kardashian West isn't worried about the comparisons. "I am focusing on skin. Not that I won't have eyeshadows in a kit, but I am not focusing on color cosmetics," she says. "My line will really differ from Kylie's and it is a whole separate thing." Well, except for the Snapchat product reveals (Kardashian West revealed that she'll be dropping any product news on social media first - so set your alerts accordingly).

While Kylie Cosmetics has grown to include dozens of lipsticks, pigmented eyeshadow palettes, and sparkly highlighters, KKW Beauty will focus on a more natural approach to beauty, much like the kind Kardashian West wears on the day-to-day. The first product launch is a dual-sided, creamy contouring and highlighter stick kit, which comes with a blending sponge and brush. The packaging is sleek and minimal, done is a nude and pink palette that speaks to an older audience than Jenner's. "I don't want to give away too much, but we have a concealer kit coming out in the future," she says, crediting her Armenian heritage for her perpetually dark under-eyes. "We’re doing anti-aging components in the products and really partnering skincare with makeup."

Light, Medium, Dark, Deep Dark. #KKWBEAUTY Crème Contour and Highlight Kits coming 6.21 at 9am PST

A post shared by KKWBEAUTY (@kkwbeauty) on Jun 18, 2017 at 11:18am PDT

The KKW Beauty Crème Contour & Highlight Kit comes in four shades: light, medium, dark, and deep dark. Most contouring products come in one shade, maybe two, so we gave Kardashian West kudos for launching a new line with such an inclusive shade range for darker skin tones. "It was a no-brainer that was a given," she says. "They cant get products in their color tones, and that sucks, so that wasn't even a question."

Kardashian West said she was more excited than nervous to finally drop the products after nearly six months of keeping them a secret. "It’s an adrenaline rush, you hope people will get excited and like it," she says. "Seeing the response has just made me so happy, it's been a long time coming." She has good reason to feel giddy - WWD reported that all 300,000 units of the KKW Beauty kits are expected to sell-out in five minutes, earning a cool $14.4 million dollars in the process. Once again, color us completely and totally unsurprised.

KKW Beauty Crème Contour & Highlight Kit , $44, available June 21 at 9 a.m. pst at KKWBeauty.com.

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