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When Kim Kardashian announced earlier this month that she was releasing a makeup range, it felt like all eyes in the room shifted to Kim’s half sister Kylie Jenner. With Kylie’s famous lip kits, eye shadow palettes, and entire range of Kylie Cosmetics already out there in the world, would Kim’s line be direct sisterly competition?
Even though Kim’s also releasing “kits,” hers will be focused on contouring (rather than “splashy color palettes,” in Kim’s own words). Because of the age difference between Kim, who’s 36, and Kylie, who’s 19, they each reach a completely different kind of buyer.
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“I am older than Kylie. We definitely have a different audience,” Kim explained in an interview with WWD. “We do have a lot of similar things—but we aren’t doing the same products, so we won’t run into that overlap. We’re really cautious of that. We work together to make sure that we don’t overlap like that. Ultimately, I think once it launches and people see we are a really different brand, it will be able to coexist, but be so separate.”
Kim’s contour and highlight kits officially launch on June 21 at 9 am PST and will be available at $48 a piece on kkwbeauty.com. The price is only $3 higher than Kim’s “KKW” collaboration with Kylie, which consisted of a set of four liquid lipsticks for $45 and sold over 300,000 units.
Beyond the difference in their target audience, Kim also says her love for contouring influenced her choice to launch this kit rather than Kylie’s signature lip products. “[Contouring] transformed my face when I saw my nose totally change into a smaller nose—and I was hooked from then,” she said to WWD.
By combining KKW Beauty with Kylie Cosmetics, fans have the power to both contour like Kim and line their lips like Kylie; there won’t be any need for competition between these sisters.
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