Look out Kylie! Kim Kardashian announces launch of KKW Beauty

While most of us were fast asleep last night, Kim Kardashian chose to tease us with a new project. Kardashian announced Kim Kardashian West Beauty (KKW Beauty) on Instagram Monday, providing very little information about the kinds of products which will be offered aside from their June 21 release date.

As Kylie's collection is so lip-focused, we suspect Kim's will be more skin-centric, with bronzers, highlighters, and contouring kits galore in neutral shades.

This won't be the first time Kim has imparted some of her makeup prowess onto us; earlier this year she collaborated with Kylie for KKW x Kylie to bring out four nude lip colours.

"I'm really proud to be on a reality show", she said.

The comments on Kardashian's new Instagram page range from fans posting the "bye-money" emoji, to people labelling this new venture a ploy to overshadow Kylie's success. "You know I'm human just like everyone else".

Kylie Jenner has long shed her image of just being the youngest Kardashian family sibling to become a major phenomenon in the beauty world.

"There's nothing I would do now if I don't have creative control", Kim said.

Even her daughter North West asks her when they will go, and she promises her soon.

Kim traded her usually uber glam apparel for an extremely dressed down look as she hit the pavements with her assistant Stephanie Shepherd and a huge bodyguard.

Kim is number 47 on the Forbes Celebrity 100.

She said at the time: "What I think happened now, after like thinking about it so much, is that there was probably a group of guys that were following us the entire trip".

"Hopefully every month will be a new drop". What are we going to do with ourselves then?

Kim Kardashian and Kylie Jenner.

The wife of Kanye West looked sharp in her vintage Jean Paul Gaultier pinstriped blazer with coordinating bottoms.

Either way, we wonder what she thinks about it all now.

  • Carolyn Briggs