We know it's pure promotion, but we're loving the hype being built around the launch of Kim Kardashian's new beauty website because the secrets she's spilling are priceless.
The latest is this stunning blue smoky eye look complete with a vampy lip and jaw contouring – a makeup trick trending at the moment.
The obsession with 'v-line' contouring (achieving a slim, angular face shape) comes from the East. In Malaysia the Shaping Facial Lift product line by Clarins is advertised for creating "the perfect V-Shaped contour for a photogenic face" – and it's something the Kardashian/Jenners are all over. Natch.
Kim's makeup artist Mario Dedivanovic (pictured with her below) appears to have contoured her jawline by applying light makeup to the chin area, balanced with well-blended shadows above and below it.
We can't wait to see the before-and-after in the online tutorial when the website finally launches. We expect many more teasers before then, though.
WE LOVE KIM KARDASHIAN'S NO-MAKEUP SHOOT