- Kim Kardashian West’s new line of KKW Beauty concealers is scheduled to drop on Friday, March 23.
- The line has 16 shades, but people think its a botched attempt at inclusion.
- People are calling Kardashian West and KKW Beauty out on Twitter.
- A model from the campaign defended the line.
People are already criticizing Kim Kardashian West’s new line of KKW Beauty concealers for not being inclusive — and the products aren’t even on sale yet.
The “Conceal, Bake, Brighten” line goes on sale on Friday, March 23. The product collection has 16 shades, which KKW Beauty modeled on a diverse group of women.
But some people are criticizing the line for not being as diverse as it seems. As many have pointed out online, the collection comes in 16 shades. Of the 16, 10 shades are light, four are deep, and two fall somewhere in the middle.
People have taken to Twitter to air their concerns.
One Twitter user called the line a “fail.”
10 for white people, 2 for mixed race and 4, for kind of black. Issa fail. pic.twitter.com/uG0zr7hfBp
— 💫Kreme DeLa Kreme💫 (@LoveKenya) March 14, 2018
Others think that this line doesn’t even come close to Rihanna’s Fenty Beauty concealers, which come in 40 shades.
love you kim but it’s sad that it took rihanna for people to realize that women come in all shades
— tyrant (@justinmenla) March 13, 2018
Yup. They all lightskin AF. At this point everyone just wanna be like Rihanna’s line. if you waste your hard earned money on KKW trash then shit that sucks 😭😂 https://t.co/pbNui82eng
— A. L. L. (@lissettelance_a) March 18, 2018
Some people think the line shows that the Kardashians have demonstrated a pattern of cultural appropriation.
I’ve really been side eyeing KKW. Their whole family seems to want to profit off of black people, have mixed kids, but won’t really do anything for black people aka being better with shades and being educated on issues.
— Anisa Lillie (@anisaalilliee) March 14, 2018
“Their whole family seems to want to profit off of black people, have mixed kids, but won’t do anything for black people aka being better with shades and educated on issues,” Twitter user @anisaalilliee wrote.
Kim kardashian literally has a daughter of color & is married to a black man and has the audacity to launch this BS shade range & put it on a model of color and HIDES the only 4 dark shades she’s launching ? @jackieaina @alissa_ashleyy @JeffreeStar can y’all read her to filfth? pic.twitter.com/t7XaS38LYi
— Josie ♚ (@jmamiix) March 17, 2018
Others have been reiterating that the orange undertones in the four deep shades are cause for concern.
Orange is usually a companies REALLY crappy attempt at making deeper tones… https://t.co/keKg56pwNy
— ✨iconic✨ (@Keren_Joy_) March 13, 2018
But some people are defending the makeup line.
seeing comments about kkw concealer having a limited shade range but I disagree. The concealer is to brighten under eyes, forehead, etc so there aren’t suppose to be super dark shades? It’s not like foundation where the needs to be 40+ shades in order to cater to everyone ya kno
— Brooke Wood (@BrookeDub1) March 18, 2018
Y’all loved the tarte shape tape concealer and didn’t have a problem with it’s range. But y’all are big mad about the KKW concealers.
Y’all just don’t like the Kardashians 🙄
— Jane 🧙🏾♀️ (@A_maan_duuh) March 18, 2018
Mouna Fadiga, one of the KKW Beauty models, even defended the products in light of the controversy, Refinery 29 reported.
“I can tell you that they did not chose (sic) me only to pretend; I had the makeup on and It fits perfectly my skin color. I am not wearing any makeup usually so I know when I have it on if it’s good or not and here it was the case, I even keep (sic) it on me and went [to] have dinner [with] a friend,” Fadiga reportedly said.
Fadiga and representatives for KKW Beauty didn’t immediately respond to INSIDER’s request for comment.
KKW Beauty isn’t the only makeup brand to face backlash this year. Tarte faced a similar controversy in January when its Shape Tape Foundation line was released with 15 shades. Also in January, it Cosmetics was in a comparable situation for its selection of shades.
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