Published On: Mon, Mar 19th, 2018

Kim Kardashian West to Launch KKW Beauty Concealer Kits on March 23


Kim Kardashian West has been dropping hints about her KKW Beauty Concealer Kits since the second she launched her very first product. “I’m definitely going to do a lot of skin,” she told HONEY back in June 2017 at the debut of her makeup line, noting that she was working on undereye concealer kits, but without specifying a launch date. Well, a launch date is finally confirmed, and in anticipation of the launch here is a glimpse into the new line.

There’s a reason it took nearly eight-plus months for KKW Beauty to release the undereye concealer kits. While Kardashian West knew from the get-go that she wanted a three-step concealing system, the products themselves took patience and time to develop. “More important than reaching a launch date was getting the perfect formulas,” she said to press of the creamy, liquid concealer that comes in a tube nearly identical to the ones that house her Ultralight Beam Glosses (with a nude cap instead of pink), and two powders, one for baking and one for brightening. “Not only did I want to make sure there were some ingredients to treat the signs of aging like ceramides and marine collagen, but I also wanted a blendable product that you could really build to achieve that lighter undereye effect without the concealer creasing.” As for the two powders in the kit, it was key that they should be extremely finely milled. “The texture of the powders was really important to me,” she says.

One of the products that didn’t make it past the chemist’s lab was a dryer concealer formula (think something similar to Laura Mercier’s classic Secret Camouflage), an item that Kardashian West is still interested in launching in the future. “I initially had both [a liquid and a solid] concealer because there are certain days where I need heavier coverage and I use both types of concealer, and there are days when I just use one or the other.” But the solid just wasn’t up to par with her high beauty standards. “I wasn’t happy with the formula, so I still want to work on it and maybe at some point release it.”

The other reason Kardashian West didn’t release a dry concealer? It would have just been too much for most consumers. “Four steps [to concealing undereye circles] would be harder,” says Kim, who looked to her own makeup routine when developing the contents of the KWW Beauty Concealer Kits, which contain the aforementioned Liquid Concealers (available in 16 shades), Baking Powder (available in four shades), and Brightening Powder (available in four shades). “I felt like the three-step process was really strong and it’s what Mario and I have really perfected for all these years,” she says of the concealing, baking, and brightening process that she and makeup artist Mario Dedivanovic go through each time he does her makeup. (If you need a refresher on baking, check out this quick step-by-step.) “That’s been our routine, so I really wanted to stick with that and have people understand that it’s an easy three steps. Adding a dry concealer and a fourth step would be really confusing.”


And yes, for the average makeup-wearing human, even three steps to smoother, brighter-looking under-eyes seems complicated, but it was Kardashian West’s ultimate goal with these concealer kits to show the world that her technique isn’t nearly as complicated as one might think. While working on the launch, Kardashian West kept in mind “the girl who’s not a beauty blogger or an influencer or a makeup artist, and who doesn’t get her makeup done — like a lot of my friends,” she says. “They legitimately don’t know that you have to bake it, blend it, brighten, so I just wanted to make it really easy and show people how I really do my makeup.”
The simple, straightforward names of each product in the kit is a testament to that notion. First, you conceal with the Liquid Concealer, then you bake with the translucent, loose Baking Powder, which comes in Pastel Pink, Pale Yellow, and Bronze, and then you brighten with shimmer-flecked, pressed Brightening Powder, available in Vanilla, Pastel Pink, Pale Yellow, and Peach. And it’s that last step and product that may be the most exciting aspect of this launch. “The brightening powder has been mine and Mario’s secret weapon for so long,” Kardashian West divulges. “I’ll dip my brush in the brightening powder and kind of use it to brush off the baking powder, and then I’ll go back and use it right on the darker spots of my under-eyes and let it sit there.”
While the two powders each come in four color-correcting shades, I wondered if Kardashian West’s decision to create 16 concealer shades was based on fan feedback from her initial launch, which left some buyers wanting a larger color range. “I’m always listening, and I always want to know what the fans want for sure,” she says. “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. For each category, we have two cool options and two warm options, so I feel like there will be something for everyone.”

The KKW Beauty Concealer Kits will be available starting March 23 on KKWBeauty.com. You can purchase them in Bundles ($80, shown above), which includes all three products, plus two dual-ended brushes, or you can purchase each product on its own ($18 each, including the brushes).

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