Adding a new brand to her burgeoning business empire, Kim Kardashian has announced the launch of a skincare line called SKKN BY KIM.
Housed in minimalist, architecturally-inspired packaging, each product has a ‘stone-effect’ finish in an identical hue that fits with Kardashian’s favoured neutral colour scheme.
The range encompasses products to carry out a nine-step skincare routine, something the 41-year-old proclaims is part of the reason her skin often appears flawless.
Despite skincare trends shifting slightly away from multi-step routines previously adapted from popular Korean beauty rituals, Kardashian says she is confident the collection will remain appealing to everyone from skincare beginners to ingredient aficionados.
The range includes cleanser, toner, exfoliator, hyaluronic acid serum, vitamin C serum, face cream, eye cream, oil drops and night oil.
View this post on Instagram
“I wanted to just stay true to exactly what I use, even if everyone was saying this is overwhelming,” she told The New York Times.
Her nine-step system “might seem scary to some,” she admitted. “That’s why I’m here — to break it down, to be like, ‘They’re all necessary.’”
The reality star controversially also agreed she would do almost anything in the pursuit of beauty.
““If you told me that I literally had to eat poop every single day and I would look younger, I might. I just might,” the Kardashian said during a discussion on the new line.
Thankfully, that approach is not involved in the new venture.
Skincare is a first for Kardashian, although she previously sold fragrance and makeup through the brands KKW Beauty and KKW Fragrance. Both of these collections disappeared from sale several months ago, with beauty enthusiasts speculating the move signalled a possible re-brand now the star has dropped the ‘West’ from her previously married name after her split from former husband Kanye West.
Kardashian did hint at the arrival of further new additions down the track including makeup, perfume, bathroom accessories and housewares.
But for now, Kardashian is focused on getting the new vegan, refillable and cruelty-free collection out into the world. SKKN’s offerings are each priced under US$100 and launch on a dedicated website on June 21.
Image (top): @SKKN
