Kim Kardashian's been teasing her upcoming concealer line since summer '17, but TBH I've been impatiently waiting for it since before she even had a cosmetics line. Kim certainly knows her way around a concealer wand (those under eyes! How does she do it?!) and if there's anyone I trust to sell me a product, it's her. Finally, on March 13 Kim confirmed via Instagram that KKW Beauty Concealer Kits are not only on the way, but will launch March 23 so peasants like me can have under eyes like Kim.
The first campaign photo features Kim, Kris, and Kim's grandma M.J., which Kim told Allure was done 'to show it's not always about these young, perfect models that are going to look good no matter what.' (To be clear though, M.J. does look good no matter what.)
I, Normal Person, have always wondered why despite my best efforts, my under-eye circles are too strong for my concealer to hide. But according to Kim and her new concealer collection, which includes 16 shades of liquid concealer, four shades of baking power, and four shades of brightening powder, I've only been doing one-third of the work required to really conceal those bad boys.
Kim's trio sets, which were inspired by her own three-step concealing process, doesn't sound all that easy to use, but she assured Allure that the process is actually quite simple. First, apply the liquid concealer. Then use the baking powder to set the concealer and prevent it from creasing, and finish with a brightening powder (her secret weapon she says) to cancel out the dullness.
To simplify the process of shopping online for your own shade, Kim separated all the products into four categories based on skin tone: light, medium, dark, and deep dark. Within each category falls four options of liquid concealer (two cool and two warm tones), a loose powder for baking, and a shimmery pressed powder for brightening.
While you can purchase each product separately on Kkwbeauty.com for $18 each, Kim suggests getting the whole kit — which includes the concealer trio and two brushes, for $80 — to really get the Kardashian concealed effect.
