Kim Kardashian West has been dropping hints about her KKW Beauty Concealer Kits since her first product and they are finally here.
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 says of the creamy, liquid conceal, 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.
As usual, Kardashian West also tested the products on her family, including her mom and M.J., her grandmother, who both appear alongside Kardashian West in the ad campaign with shocking platinum hair. "I wanted something different, and for them to be seen in a way that they really haven't been seen before," she says. "My grandma's never worn a blonde wig before. I thought she looked so good. We had the best time on set and it was such a good memory for us."
But besides just making memories, the inclusion of Kris and M.J. was a strategic move by Kardashian West, and an important one for the overall message of the product.
"I wanted to show it's not always about these young, perfect models that are going to look good no matter what," she says. "We really had to make sure that the concealer worked on different skin types and ages as well, so it was important to show that in the campaign."
KKW Beauty's concealers will launch on the 23rd March.