Looks like the Fenty Effect is at play again: The latest makeup brand to step up its shade range diversity is none other than Kylie Cosmetics. The brand took to social media on Wednesday to announce its new line of Skin Concealers — confusingly not referred to as "Koncealers" — which will be launching as part of its fancier looking "Silver Series" on Dec. 13. But the real kicker is that the concealers will be available in an array of 30 different shades, "from fair to deep dark."
Let's do a little comparison for context so we can determine how major that really is: MAC's Studio Finish concealer is available in 23 shades, Urban Decay's Naked Skin concealer offers 16 options, Kat Von D's Lock-It Concealer Crème comes in 21, ColourPop's No Filter Concealer comes in just 12, Nars' Radiant Creamy Concealer comes in 16, Tarte's much-beloved Shape Tape comes in only 14 different shades. Some companies, like Clinique, are doing a bit better — the brand's Beyond Perfecting Foundation + Concealer comes in 27 shade options — but that type of shade inclusivity clearly remains quite rare.
Even Rihanna's game-changing, hyper-inclusive makeup line Fenty Beauty — you know, the one that showed every other makeup brand the solid business sense in catering to a diverse range of shoppers? — doesn't quite measure up. Though the brand doesn't technically make concealers, its matte Match Stix, which have a creamy, pigment-dense formula, can be used to conceal or contour. But even those only comprise 20 shade options. So though Kylie Jenner is not usually regarded as a champion of diversity, this is a positive move for Kylie Cosmetics, any way you spin it.
What lends such diversity to the Kylie Cosmetics shade range, it appears, is that the options account for undertones, including hues for those with pinkish, yellowish or olive tinges to their skin and bringing a bit of (much needed) nuance to the concealer space.
But this launch is also significant because it marks the first time Jenner's company has really begun to delve into the complexion space. Until now, the only Kylie Cosmetics face products were blushes and "Kylighters" (a.k.a. highlighters). Is this a signal that foundations are coming next? We certainly wouldn't rule it out.
The formula itself appears to be a creamy, densely pigmented liquid, housed in a liquid-lipstick-like tube (no surprise there, that's clearly Kylie Cosmetics' area of expertise), likely with a similarly lip-inspired doe-foot applicator. The concealers will join the recently announced bullet lipsticks as part of the Kylie Cosmetics Silver Series, also being released on Dec. 13. In fact, the brand has also noted that there will be three new product launches on that date, so we'll be waiting with bated breath for mysterious product number three. If these first two announcements have told us anything, it's safe to say that the final product in this series will also be some sort of unexpected departure — and potentially an entirely new product category — for Kylie Cosmetics.
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making.