Kim Kardashian is known for being cheeky (as in cheekbones, people).
But the beauty line she’s launching Wednesday — featuring a $48 contour makeup kit — has raised some eyebrows (brow powder coming along in due time, we just bet).
In promotional images on Instagram, Kardashian seems to have chosen the “deep dark” shade of the cosmetic (it comes in four different tones), setting off a social media frenzy with more than a few users accusing her of wearing blackface.
“Black women get told to lighten meanwhile Kim spends her career in perpetual Black face and is lauded for her beauty,” wrote one Twitter user. Kardashian responded to the charge in a New York Times interview, saying “I would obviously never want to offend anyone. . . . I was really tan when we shot the images, and it might be that the contrast was off. But I showed the image to many people, to many in the business. No one brought that to our attention. No one mentioned it.”
Kardashian added that she has “the utmost respect for why people might feel the way they did,” and says they made necessary changes to the photo. “Definitely I have learned from it.”
The “Keeping Up With the Kardashians” star, 36, told Women’s Wear Daily that contouring “transformed my face,” making her nose noticeably smaller. “I was hooked from then,” said Kardashian of her new “shady” business. The kits, on sale at kkwbeauty.com, will contain two dual-ended cream formula sticks that contain matte and shimmer highlights and a tool for blending that’s part sponge, part kabuki brush packaged in a pink KKW Beauty pouch. The product can be worn on cheeks, lips and even as eye shadow primer. And according to Kardashian, applying this product is easy, “literally almost like a crayon.”
As for being in competition with little half-sister Kylie Jenner, 19, whose namesake company Kylie Cosmetics offered Kylie Lip Kits that actually crashed her website the moment they came out, Kardashian told WWD, “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. Ultimately, I think once it launches and people see we are really a different brand, it will be able to coexist.”
Meanwhile, we wouldn’t worry about Kardashian. According to WWD, industry experts predict the product will be a mega-blowout, potentially selling out in less than five minutes and generating $14.4 million. That’s a lot of contour cream.