Kim Kardashian is the face that launched a thousand “baking” makeup tutorials:
Of course, when we say “baking” we’re not talking cupcakes but rather the now classic makeup technique that involves using translucent powder to create a poreless, smooth complexion. While Kim did not invent the beauty trick (it has its roots in the drag community), she did popularize it for the Instagram generation. It was only a matter of time before she’d launch her own baking tools with her nine-month-old makeup brand, KKW Beauty.
Come March 23, the ELLE cover star is debuting concealer kits that each include the three steps she has long followed with her makeup artist of 10 years, Mario Dedivanovic. The $80 bundles include a liquid concealer that comes in 16 shades, finely milled baking powder, brightening pressed powder, and makeup brushes. Each piece is also available separately for $18.
“You go into stores, and now look online, and you see a concealer product but no one really teaches you [how to use it],” Kim told ELLE.com over the phone, “I had my makeup artists who showed me you have to set [the concealer] to make it not crease. I’m hoping to have this really easy kit that people can just get.”
To showcase the kit’s versatility, Kim enlisted none other than her mom Kris Jenner, 62, and grandmother M.J., 83, to model in the campaign.
Ahead of the launch, we caught up with Kim to talk more about her latest experiments in unique beauty services, the KKW Fragrance chocolate heart delivery that had everyone talking, and the surprising way she applies skincare.
First of all, your smashable chocolate heart KKW Fragrance delivery was genius. What did you think of all the reactions?
That was so exciting. If people only knew what went into that! The candy hearts came with the wrong letters, so we had to frantically fix them all. It was such a last-minute thing, I thought of it like a week before they were delivered. The most amazing team, Chris [Ford] from Butter Love and Hardwork made them so quickly—he really pulled through.
Where did the idea come from?
For Christmas, Chris sent me a wreath with big chocolate treats the color of KKW nude. They had hammers to smash the treat and inside were all these candies. I thought, ‘Okay, it’s Valentine’s Day, what if we do big hearts and have the perfume inside?’ I never thought he could pull that off in seven days. The fact that they did was crazy.
Now, for the new concealer kit. It’s really focused on under eyes—what do you think causes your own dark circles?
It’s hereditary for me. My mom looked at me the other day and was like, ‘Wow, you really have such dark undereye circles’ and I was like, ‘I know, I’ve been seeing them for so long.’ She doesn’t [have them] so they definitely come from my dad’s side. I heard there’s lasers you can do, I’ve never gone that far.
Kris Jenner is in the campaign with a blonde pixie. You’ve already gone blonde—would you ever get the Momager haircut?
I did once when I was in high school and I gained a little bit of weight and it was not cute. I don’t know, I love hair so probably not.
What are your sisters’ favorite products from KKW Beauty?
Khloé loves highlighter, so she loves the [KKW Beauty Ultralight Beams] powder; Kourtney loves the lips [KKW Creme Liquid Lipsticks], my mom loves the lips, too. Kendall wears a red lip, mostly, so she has her own with Estée Lauder.
Kylie released a makeup collection inspired by her baby, Stormi. What did you think of her jumping right back into work?
She knew her name months and months before, so that was inspiring to her. She was so excited and she puts everything into her brand. I think that was so perfect for her.
You’ve tried a lot of cool facials on Snapchat. In one of them you were hooked up to an electric machine…
It was like these electrocurrents! It didn’t hurt, it was just hooked up to this machine to tighten skin.
You were also trying ultrasound and LED light facials. What do you like about those services?
I have psoriasis so that helps a little bit. Last night, once the kids went to bed I got a facial at 10 P.M. It was some radio frequency facial that tightens and lifts. It’s hard now with three kids to fit in everything you want to do for yourself, so I had to put them all to bed and go get a facial in the middle of the night. It was really amazing.
Since you wear a lot of off-the-shoulder and low-cut tops, do you extend skincare to your chest and neck, too?
Absolutely. I always put skincare all over, I think that’s really a necessity; I put it on my legs, my arms. You really have to do your neck and your chest. I might not like the scent of something, but if I feel like it’s powerful product I’ll use it all over my body.
Like a face cream?
Yeah, or a toner or a serum, I’ll just put it on my arms, my legs, my stomach—just use it everywhere.
Madonna has said she uses her MDNA skin clay face mask on her butt.
Yeah, that’s so funny! I haven’t done that but I should.
From: ELLE US
