Kim Kardashian West’s new line of under eye concealers celebrates the incredible diversity of a woman’s skin.
Coming this week, KKW Beauty will be releasing their three-piece under eye concealer kit-- a product that has been many months in the making.
In an interview with Allure, Kim admitted that getting just the perfect formula of liquid concealer, baking powder, and brightening powder was far more important than making any self-imposed deadlines. "More important than reaching a launch date was getting the perfect formulas," she said.
"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."
It took Kim’s company eight months to create their winning formula, and even then it wasn’t entirely perfect. There were original plans to release a solid concealer formula along with it, making it into a four-piece set, but KKW chemists just couldn’t get the formula to Kim’s exacting standards of beauty.
That, and Kim felt it made the whole process of applying undereye concealer too complicated. After all, three steps are easier than four, right?
“[For] 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."
How Kim does it is a three-step process. First, apply liquid concealer to those pesky baggy undereyes. Then bake with baking powder, and finally brighten things up shimmering brightening powder-- a step that Kim admits is her go-to move.
"The brightening powder has been mine and Mario's secret weapon for so long," Kim says. "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."
In total there’s 16 shades of liquid concealer, 4 shades of baking powder, and 4 shades of brightening powder. Kim admits she wanted to have “something for everyone”, and went through countless numbers of focus groups to get a wide range of shades.
KKW Undereye Concealer Kits are coming March 23, and they’re expected to sell out fast. Mark your calendar and have your laptop at the ready.