Kim Kardashian on New Makeup Launch, Ignoring Trends and Bonding with North West Over Beauty (Exclusive)

Kim Kardashian’s makeup is back in the chat.

On Jan. 26, Kardashian launches SKKN by Kim Makeup, a collection of must-have nude lip liners, lipsticks, and eyeshadow palettes inspired by her iconic look.

It’s the beauty move her fans have been waiting for since Kardashian closed KKW Beauty and KKW Fragrance on August 1, 2021 to innovate and modernize formulas and packaging, as well as simplify the shopping experience.

The beauty mogul, 43, reflected on the 2021 decision in an interview with PEOPLE.

“We had KKW Beauty, KKW Fragrance, and then we would do KKW Skin. A customer would have to go to three different sites to buy products with different shipping costs, different manufacturers, and we would have three different social media accounts,” says Kardashian.

“I wanted all my brands to live under one brand to make it easier for consumers. The ultimate goal was to be able to consolidate with better, newer and more innovative products for our consumers.”

Kim Kardashian.

Greg Swales

KKW Beauty was a force in the makeup world. The relaunch could make anyone nervous, but not Kardashian, who unveiled SKKN by Kim 2022.

“I’m not afraid at all,” she tells PEOPLE. “This is an evolution of who I am and the original brand – and it was important that the product quality is better, the packaging is better, and I listen to what my consumers want.”

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One of the challenges of the reboot, Kardashian admits, is her “perfectionist” mindset. “I’m always trying to perfect the little details when I’m testing lab samples,” she says.

But mostly, she was driven by the desire to “take all the insights I’ve gathered over 20+ years of makeup and from previous makeup lines, and use them to create super innovative, easy-to-use products! ”

SKKN by Kim Makeup lip pencil.

Courtesy of SKKN BY KIM

SKKN by Kim Makeup launches with a trio of high performance products. The lip liner, $22, comes in 15 velvety-smooth shades from light beige to deep chocolate.

“My first drop is lip liners because fans keep asking for it,” says Kardashian. “It is the most wanted. I’ve had so many people take pictures of their lip liners down to the last bit, and I’m a fan brand. I hear you guys!”

It also happens to be Kardashian’s favorite product. “If I had to pick a product to put in my bag, it would be a lip liner and I’d put it with a bit of lip balm,” she says.

SKKN by Kim Makeup gentle matte lip color.

Courtesy of SKKN BY KIM

Kardashian’s makeup brand also features her Soft Matte Lip Color, $32, a soft matte full-coverage lipstick in 10 shades, as well as the Classic Matte Eyeshadow Palette, $50, which includes 12 universally flattering nudes.

When Kardashian launched SKKN by Kim, she said, “I chose the name SKKN, not only because it has my initials, but most importantly, I want every product to benefit your skin.”

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When it comes to makeup, Kardashian said in a statement, “my goal was not only to create universally flattering beauty essentials, but also to ensure that our products are clean, hydrating, comfortable, and help improve the look and feel of skin with every wear.”

In an interview with PEOPLE, she adds that her approach to formulas stems from “just wanting the best products. I know what it takes because I’ve done these formulas before, but now they’re even better. If you take care of your skin, your makeup will glide on much easier and you will look much better. The goal is to emphasize what you already have.”

SKKN by Kim Makeup Classic Mattes eyeshadow palette.

Courtesy of SKKN BY KIM

Ever the innovator, Kardashian says there’s a lot more in the works. “I will continue to develop product categories under the SKKN brand.”

This includes the return of smell, she reveals. “Fragrances are in the works — I want the SKKN BY KIM line to evolve to offer products for everything good for the skin, including fragrances.”

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Kardashian, who is starting 2024 in total boss mode (her SKIMS brand just dropped a Valentine’s Day collection), says she’s setting “intentions and goals throughout the year,” rather than focusing on the new year, new you phenomenon.

“It’s always a good way to reset if you need that marker. I don’t focus on the New Year [resolutions] — I like to focus on those I have determined along the way and live my life in a natural way.”

Kim Kardashian.

Greg Swales

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It is also not focused on setting any trends. “I try not to feel pressured to follow or create certain trends — I try to just enjoy the process! My style changes depending on the day or the occasion — you never know what’s going to happen.”

But she loves having a daughter, North West, 10, with whom she bonds over beauty.

“It’s great to see how passionate she is about it — she’s so skilled at special effects makeup. And I love that this is what he’s doing right now.”

Categories: Trends
Source: HIS Education