'Tis the season to start working on your tan. And who better to help you than those quintessential and always sun-kissed California girls, the Kardashians?
Despite the lawsuit woes they're having with their Khroma makeup collection, the Kardashians are expanding their reach into the beauty industry. They're launching a collection of self-tanners this April called Kardashian Sun Kissed. The five piece range will be carried exclusively at Ulta and retails for $12.99 to $19.99. It's a three step system, featuring an exfoliation or color maximizing product, the actual tanner itself, and a tan extending product.
WWD hopped on a call with the enthusiastic Kardashian sisters to chat about the new line.
"I think tanning has really been a way of life for all of us, living in California,” Kim Kardashian told the trade. “Especially, more recently, the need for sunless tan. When I travel, the one thing that makes me feel alive whether or not I have makeup on is a tan, especially in my face. When you travel, you can’t just go lay out." But while Kim seems to understand why sunless tanners are arguably safer than the real deal or a fake bake, she admits she still uses tanning beds.
"I do like regular tanning because I have psoriasis, and the tanning beds are particularly good for that," Kim continued. A quick peek on the Mayo Clinic's website confirms that UV rays, from the sun or from artificial means, are indeed a treatment option for psoriasis. However, The National Psoriasis Foundation does not support the use of tanning beds as a method for treatment, as most tanning beds only use UVA light, not the beneficial UVB light.
“[We] came up with something that is still good for your skin and healthy for you; everything is paraben- and sulfate-free,” Kourtney said. “We love beauty and fashion, but making sure we’re taking care of our bodies is crucial to us.”
Industry sources are predicting that the Sun Kissed line could sell $10 million at retail.
Will you tan like a Kardashian this summer?