It’s been a few years since Kim Kardashian shut down her brand KKW Beauty, and she’s been plotting her makeup comeback ever since. After years in the making, her new makeup line has been launched through SKKN, and it includes new formulas created with the skin-first approach in mind.
Before launching SKKN, Kardashian used to run separate brands KKW Fragrance and KKW Beauty, but she eventually realized it would make more sense to unite them all under one umbrella.
“I always wanted to shut everything down and launch one beauty brand that would have everything you could imagine, from skincare, color cosmetics, fragrance, hair care, nails… I always wanted it to be just the products and the color tones that would enhance your skin and your skin tone,” she told Harper’s Bazaar.
SKKN was initially born as a skincare brand, but it will now encompass a wide range of different products, starting with Kardashian’s new makeup line. She approached this new line with a skin-first philosophy and introduced a range of clean and hydrating products that can help improve the look and feel of skin with every wear.
The first drop includes 14 velvety-smooth lipliners, 10 soft matte lipsticks, and a 12-pan eyeshadow palette. All the products are available on SKKN’s official website, and Kardashian stayed true to herself by making sure they come in neutral, nude tones.