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Hey, Quick Question: Kim Kardashian Is Launching a Beauty Brand and That's Not a Question But OMG [UPDATED]

Here's everything we know so far.
Kim Kardashian. Photo: Neilson Barnard/Getty Images

Kim Kardashian. Photo: Neilson Barnard/Getty Images

Welcome to our column, "Hey, Quick Question," where we investigate seemingly random happenings in the fashion and beauty industries. Enjoy!

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Kim Kardashian is launching her own beauty line. REPEAT: KIM KARDASHIAN IS LAUNCHING HER OWN BEAUTY LINE. This is not a drill, people!

Okay, take a deep breath. Here's everything we know so far: The Queen Kardashian Herself is launching some sort of beauty line, which will be called KKWBeauty. It's dropping on June 21 and it of course already has an Instagram handle (@kkwbeauty) and a website ( where you can sign up with your email to stay up-to-date on more info. What's more, the branding for the line (at least what little of it has been made available to us so far) is thoroughly on-brand for "new Kim." With a pervasive pale-beige-blush hue and minimalist design, the site and three videos Kardashian and the brand have posted on Instagram are in keeping with her recent less-is-more aesthetic. (For the record, each of the videos contains only the info "06-21-17" and "," so it's not exactly pulling back the curtain on any specifics.) It's also worth noting that Kim has tapped the same public relations agency Kylie recently began using for Kylie Cosmetics. Interesting.

Whatever Kim's new beauty line may be (a line of nude lipsticks? A flatiron made just for getting stick-straight hair?), it's fair to say that it's bound to compete with one or more of the other established beauty brands in some way associated with the Kardashian-Jenner krew. Think about it: There's the now-mostly neglected Kardashian Beauty, the industry-dominating Kylie Cosmetics and both The Estée Edit and Estée Lauder (for which Kendall is a spokesperson). That's to to say nothing of the many, many Kardashian-endorsed one-off products (Sugar Bear Hair, anyone?) or Kardashian-adjacent beauty lines, like Jen Atkin's Ouai hair brand or Charlotte Tilbury's Kim-inspired lipstick shade. Kim has also helped Pat McGrath out with a recent product launch, and remember when Kanye was reportedly getting into the beauty space as well? And hey, where do waist trainers fall amidst all of this? When will it end????

It's fair to say that this family is nowhere near done invading (pervading?) the beauty space. More details to come — stay tuned.

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UPDATE, June 14, 7:40 a.m.: Kardashian discussed several details of her forthcoming beauty products via Snapchat, where she revealed that the first launch will be a cream contour kit. (@makeupbymario, where you at?) Additionally, she shared a photo (below) which she captioned "KKW Fragrance meeting," confirming that a scent is also in the works. Like most celebrities, Kardashian already has a line of eponymous perfumes (seven, actually, dating back to "Kim Kardashian" from 2009). The existing scents, which also include "Glam," "Gold," "Kim Kardashian Love," "Pure Honey," "Fleur Fatale" and "True Reflection," were all created under parent company Lighthouse Beauty.

Photo: Kim Kardashian/Snapchat

Photo: Kim Kardashian/Snapchat

UPDATE, June 14, 2:47 p.m.: Kardashian confirmed via Twitter that the first product launch will be a "Creme Contour & Highlight Kit," arriving next week, and also shared a photo:

UPDATE, June 17, 5:16 p.m.: Kardashian shared details about the contour kits on Instagram. "I'm launching four kits... light, medium, dark and deep dark, to complement all skin tones. Each kit comes with a dual-ended contour stick, a dual-ended highlight stick that has a matte and shimmer highlight, and the perfect brush and sponge blending tool! I love how many shades we have, and how versatile these kits are!" she wrote. 

The kits will retail for $48 each.

She also revealed the shade combinations:

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