When Kim Kardashian West announced that she was launching her own make-up line, KKW Beauty, with a series of vague Instagram posts last week, we knew it was going to be big.
Taking to Snapchat on June 16th, the business mogul revealed her new collection of Contour and Highlighting kits.
"I am so excited to announce, you guys, KKW Beauty," Kardashian wrote. "I really think you guys are going to love it. I worked so hard on this, and we're launching first with a contour product. It's like a collection of cream contours. So get ready to be contoured!"
The $65 Crème Contour & Highlight kit will be available in four separate shades, containing two dual-ended crème formula sticks that are half sponge, half kabuki brush, and come packaged in a "Millennial Pink” KKW pouch.
Speaking to Women's Wear Daily in a new interview, Kardashian promises the sticks make the whole contour and highlight process a lot easier, stating that they're “literally almost like a crayon” you draw on your face.
'No matter what look I’ve been doing - whether it’s a heavier makeup look or light make-up or smoky or color - contour has always been constant,'
According to WWD, industry sources expect the reported 300,000 units of her $60 Creme Contour & Highlight Kit to sell out in less than five minutes, which would rake in almost $20 million(!). That's a lot of Yeezy's.
After selling 300,000 of the $60 kits within minutes of the launch of KKW x Kylie line back in April, which produced an estimated $17 million in sales, Kardashian worked with Seed Beauty to prepare for the demand.
“We have a good model, and even from our lip kit we have a really good general idea of what our customer is going to be like," Kardashian told WWD. "We are definitely prepared for the demand.…I know they [Seed Beauty] do make a mass volume. It’s not like we’re making a small quantity and it’s selling out."
Kim also addressed the criticism that has compared her makeup line and her now infamous sister Kylie Jenner's brand, Kylie Cosmetics. Aside from not launching any matte liquid lipsticks, Kim says her collection will be targeted towards an older demographic.
She will focus on infusing makeup with anti-aging skincare properties, as well as full sets of products to create one look, not just one-off pieces.
“I am older than Kylie. We definitely have a different audience," Kardashian told 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… [When] you work so hard at something, you do want people to see it for what it is."
KKW Beauty officially launches at midnight on Wednesday, June 21 on kkwbeauty.com - 2am Thursday morning (sorry!) for Australians - and in true Kardashian form, we're expecting her to break the internet.