Kim Kardashian is relaunching her makeup line

KKW 2.0 incoming

Content Producer / January 17 2024

Attention, beauty lovers… KKW Beauty is making a comeback. Kind of.

In a recent joint Instagram post from her personal page and her brand page, SKKN, Kim Kardashian teased the relaunch of her colour cosmetics line. The move, a direct response to fans' fervent requests, marks a significant return to the makeup industry for the reality star and business mogul.

In the to-camera video, Kardashian expressed her awareness of the numerous comments on the SKKN account clamouring for the return of her makeup range. 

“I have been reading the comments on the SKKN account and so many of you want us to bring colour cosmetics back,” she said.

Ending the video with a playful kiss to the camera, she hinted at exciting developments to come, marked by the date 26 January 2024. The post, aptly captioned "We got the hint. Stay tuned for a BIG announcement... 💋", sparked anticipation and speculation among fans and beauty enthusiasts alike.

What to expect from Kim Kardashian's makeup relaunch?

Following her initial teaser, Kardashian has unveiled the full SKKN BY KIM MAKEUP range.

Launching with three products, the range takes a "skin-first approach". 

"My goal was not only to create universally-flattering cosmetic essentials, but also to ensure that out products are clean, hydrating, and help improve the look and feel of skin with every wear," she wrote on her Instagram post.

The said product line includes the Soft Matte Lip Colour ("10 full-coverage velvety matte lipsticks"), Lip Liner ("15 long-wear matte lip pencils") and the Classic Mattes Eyeshadow Palette ("12 universally flattering, warm and cool nude shadows in silky matte finishes"). 

Image credit: @kimkardashian

While fans will have to wait until January 26 at 9am PST to get their hands on the range, one thing's for sure, the products already embody a luxurious yet practical appeal a’la her current SKKN offerings.

What happened to KKW Beauty?

KKW Beauty, launched by Kim Kardashian in 2017, swiftly carved a niche in the beauty industry. Renowned for its contour kits, the brand expanded to include a diverse range of products including eyeshadows, lipsticks, and more. 

However, in 2021, Kim announced that KKW Beauty would be temporarily shutting down. This decision was driven by a desire to rebrand and offer an improved customer experience. Fans speculated that the move was also partly influenced by the evolving beauty market trends and the need to stay relevant amidst fierce competition.

The rise of SKKN

Following the hiatus of KKW Beauty, Kim Kardashian unveiled SKKN, a skincare line that focused on providing high-quality, nourishing products. 

Launched in 2022, the nine-product suite gained traction for its boujee, yet beige, minimalist packaging. 

Main image credit: @kimkardashian

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Olga is BEAUTYcrew's Content Producer. When she's not writing about beauty, she's probably watching endless TikTok videos about the topic. Her extra one per cent of brain space is reserved for her two poodles. She can be easily bribed with a good blush or lip tint (take notes, please).