Kim Kardashian cash in on the beauty craze she helped start. Today, the reality star and entrepreneur, long known for her contoured makeup, is launching her first stand-alone venture in the beauty space, KKW Beauty. In Kardashian’s first interview since revealing her fragrance and future beauty plans last week at Forbes Women’s Summit, the 36-year-old told WWD she’s ready to meet the intense demand of her fans on social media and beyond.
Kardashian dipped her toe into beauty in April by collaborating with Kylie Cosmetics, the runaway success founded by her social media phenom sister, Kylie Jenner. The KKW by Kylie Cosmetics crème lipstick set was a litmus test.
According to an industry source, 300,000 of the $45 kits sold out in minutes, the equivalent of $13.5 million in sales. This sell-through gave Kim Kardashian, as well as her partner and manufacturer, Oxnard, Calif.-based Seed Beauty (also the parent company of ColourPop), the confidence to go big with the first “drop.”
“We have a good model, and even from our lip kit, we have a really good general idea of what our customer is going to be like. We are definitely prepared for the demand,” Kardashian said, noting that her lipstick collaboration with Jenner sold out in mere minutes.