Kim Kardashian’s been changing the game with her namesake beauty brand, KKW Beauty, which has had a ton of successful launches this past year. But, the brand’s newest product, The Concealer Kits, haven’t even launched yet and they’re already being met with bad reviews.
Kim’s set to launch 16 concealer shades on March 23, which includes a trio of powder, liquid and crème concealers that are designed to mimic Kim’s baking under-eye makeup routine. The reality star has been sharing pictures and swatches of the upcoming launch and fans are outraged that the kits don’t cater to those with darker skin tones. They’ve been calling out the concealers’ lack of diversity on Twitter, and we totally agree with them!
One fan wrote, “10 for white people, 2 for mixed race and 4, for kind of black. Issa fail.”
“Kim Kardashian literally has a daughter of color & is married to a black man and has the audacity to launch this BS shade range & put it on a model of color and HIDES the only 4 dark shades she’s launching,” another angry fan tweeted.
Another user chimed in, saying, “I’m just waiting for North to grow up and choose Fenty Beauty over her mum’s KKW concealers.”
Fans were also quick to point out the irony in the KKW Concealer Kit's campaign, which features women of different ages and skin tones to highlight that the product can work for a variety of women.
One user wrote, “The irony of the new KKW concealer launch is having a dark skin model in the shoot that can’t even use any of the shades being promoted.”
But, it looks like Kim stands by the shade range. She explained that she and her team at KKW Beauty tested the shades on many different skin tones and even conducted focus groups to develop their offered shade range.
“Once we get the formula right, then we go to shades. From there, I see everything that’s out there and then we start testing it on a bunch of different people, which includes models and everyday people,” she tells Allure. “We try them on so many different skin tones, take pictures, and see what people are liking, and do so many focus groups.”
What do you think of KKW Beauty’s Concealer Kit shade range? Let us know in the comments below!