KKW Beauty: The Truth Behind The MakeUp Brand

By Ilaria Pignalosa

29th January 2020

KKW Beauty: The Truth Behind The Make-Up Brand

kkw beauty

KKW Beauty is much more than a beauty brand: it is an empire built by one of the cleverest business women of our time. Yes, as you may have already guessed, we are talking about Kim Kardashian.

Since its launch in 2017, KKW beauty has been growing year after year, and it does not surprise that, right now, Kim Kardashian net worth is estimated to be $370 million, definitely higher than even Stormzy’s net worth.

Have you tried this beauty brand already? Do you want to know what’s the story behind every lip gloss sold by the beautiful Kim? If you want to keep up with KKW beauty, you are in the right place.

Who Is Kim Kardashian?

The right question should be: who doesn’t really know about Kim Kardashian already?

The former Paris Hilton’s best friend became famous after the release of her sex tape in 2007. That was just the beginning: in the last 13 years, Kim has been working as a media personality, as well as a model and actress.


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A post shared by Kim Kardashian West (@kimkardashian) on

Her family joined her success thanks to the successful E! reality television series Keeping Up with the Kardashian (2007-present), with Kim milking this popularity with two spin-offs (Kourtney and Kim Take New York and Kourtney and Kim Take Miami).

With her success, Kim is surely one of the richest members of her family, together with Khloe Kardashian net worth.

What Do We Know About KKW Beauty’s CEO?

Since the beginning of her career, Kim has been developing a strong online and social media presence. At the moment, she counts almost 160m followers on Instagram, while more than 60m users read her tweets every day.


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Christmas Eve 2019

A post shared by Kim Kardashian West (@kimkardashian) on

As well as her personal cosmetic line KKW Beauty, Kim owns the KKW Fragrance business. She also makes royalties from a variety of products tied to her name. This includes an iPhone game (Kim Kardashian: Hollywood, in which you can live as a celebrity), several clothing lines, the 2015 photo book Selfish and even her own emojis.

In other words, KKW Beauty’s CEO Kim Kardashian is unstoppable.

The Story Of The Perfect Contouring

It all started with a contour kit. For Kim, contouring has always been a vital make-up technique. The trend became viral on YouTube, where beauty gurus every day shares their tips and pieces of advice (as well as gossiping about Jeffree Star’s teeth).

Kim Kardashian has now established herself as the queen of contouring. However, she has also expanded her beauty line. After collaborating with her sister’s brand, Kylie Cosmetics, she managed to create what for many beauty gurus a nude lip kit.

After the first lunch on June 21, 2017, the contour sticks and highlighter kits sold out within minutes. Kim and her sister Kylie Jenner were speechless. On that day, a new star in the beauty Olympus was born.

What Are The Most Famous Kim’s Beauty Products?

You can basically fill your beauty case with all KKW Beauty products and make a full make up every day, including lipstick and concealer.

kkw products

Source/ Fashion Network

From the website, you can buy the following products:

  • The iconic Cream contour and Highlight Kit
  • The Powder Contour and Highlight Kit (available in for shades to match every skin tone)
  • The complete Ultralight Beams Collection, consisting of five lip glosses and five powders
  • The Ultralight Beam Duo, which includes one lip gloss and one powder
  • The Cream Contour and Highlight Sticks, available in 16 different colours

KKW Fragrances

Following the success of her KKW Beauty line, Kim launched another product. However, she first teased her fans with a few hints before the big release dates.

The first three fragrances came on September 2017. They all were crystal-inspired scents: Crystal Gardenia, Crystal Gardenia Citrus and Crystal Gardenia Oud.

kkw fragrance

Source/ Revelist

One year later, on January 2018, KKW Beauty launched a new fragrance, this time featuring a heart-shaped Kimoji perfumes that soon became one of the most bought items for Valentine’s Day.

Last but not least, just a few days ago Kim has announced her new perfume, sharing the big news on Twitter. However, the timing was pretty bad. In fact, on the same day the world was still morning the death of Kobe Bryant.

A Brand With A Strong Personality

While other makeup brands have chosen bold and colourful packaging to get their client’s attention, Kim has always preferred a nude-coloured presentation for her products. Of course, the KKW Beauty logo is embossed in capital letter onto each item.

kim packaging

Source/ Glamour UK

Some of the pieces of KKW Beauty line have a stripped-back design, which seems to allude to Kim’s husband Kanye West’s Yeezy sneakers.

As far as fragrances are concerned, although they may look way more extravagant, the choice of crystal-shaped bottles underlines Kim’s taste for elegant and discrete details.

KKW x Mario

Mario Dedivanovic is one of the most influential celebrity makeup artists. He has worked with some of the most famous gurus of our time, including Ariana Grande, Katy Perry and Demi Lovato. However, the muse and life-time friend is Kim.

“I treat each job and each client with a lot of love. I’m so focused on perfecting very face I work on and making it as beautiful as humanly possible. I go above  and beyond. Whether I’m working with a client or a brand, I always go above and beyond.”

For her Spring 2018 collection, Kim announced a KKW Beauty x Mario collaboration. Together, they worked on a palette, as well as a concealer available in a new shade and formula.

kim mario

Source/ KKW Beauty

KKW Beauty Best Achievements

Even Kim’s competitors have admitted that each KKW Beauty product launch has broken records after records. Nowadays, some of her products are so iconic that almost every woman has tried them at least once.

The following are only some of the best achievements of KKW Beauty:

  • The Cream Contour and Highlight Kit sold out in less than three hours. At the moment, this is one of the most used contour kits by makeup gurus and professionals.
  • The Powder Contour and Highlight Kit sold out in less than 24 hours.
  • The first KKW fragrances brought into Kim’s pockets almost $10 million in 24 hours.
  • The overall sales doubled within only one year, from 2018 to 2019.


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@kkwbeauty Glitz & Glam Collection — Gold Sparkle is one of my all-time favorite glosses! Shop it now at KKWBEAUTY.COM

A post shared by Kim Kardashian West (@kimkardashian) on

Addressing her success, Kim said:

“It just makes me proud of the brand and makes me want to push to do exactly what I want to do and continue to make the products that I love and stay true to the authentic collaboration.”

The Queen Of Make-Up

KKW Beauty launched in 2017, and the first products sold was the Crème Contour kit. Although the selling price was $48, thousands of fans ordered the product, without even waiting for watching a few reviews on YouTube.

Speaking of her idea of investing in a beauty brand, Kim said:

“After 10 years of getting my makeup done every single day, I’ve really put that knowledge into action and production.”

Within only two hours, the contour kits, which were only available on her website, sold out an estimated 300,000 units. That was when Kim understood that it was time to invest even more time and money in her new business.


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Focused KKW X MARIO Artist 👩‍🎨 & Muse👸🏻 📸 Donna Trope

A post shared by Kim Kardashian West (@kimkardashian) on

How Much Is KKW Beauty Worth?

Forbes, which as always praised Kim’s entrepreneurial skills, estimated that the Kardashian was worth $350 million. Allegedly, her make-up brand has made at least $100 million since June 2018, and of course Kim owns 100% of it.

On the other hand, Kim’s little sister Kylie is working hard on her beauty brand as well. Kylie Cosmetics is worth at least $800 million, thanks to all its sponsorship deals, including the one with KKW Beauty.

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