Kim Kardashian has skin (er, Skkn) in the beauty game again.
Over two years after shuttering KKW Beauty in August 2021, the reality star re-entered the makeup industry on Friday with the launch of Skkn by Kim makeup.
The label launched with a Classic Mattes Eyeshadow Palette ($50) and two pout products — the Soft Matte Lip Color ($32) and Lip Liner ($22) — in shades reminiscent of KKW Beauty’s cult-favorite lipsticks.
“I think you always have to also be super true to who you are, and I always, always just wanted neutrals,” the star told Bustle, noting that she’s “never going to be that person that has red lips and all of this bright stuff, like purple eyeshadow.”
In addition to embracing a pared-down palette of shades, the star’s also opting for less glam these days herself, as she told the outlet she doesn’t get professional makeup done “that often anymore.”
Skkn by Kim Soft Matte Lip Color
“That has definitely changed over the years,” she said, adding, “I really do enjoy doing my makeup and doing it lighter than I probably have. I do work a lot though.”
The reality star-turned-mogul certainly has her schedule packed with projects, as the makeup drop follows her Skims brand’s buzzy Valentine’s Day lingerie and loungewear launch, led by a campaign starring Lana Del Rey.
In the years since KKW Beauty’s closure, she’s also entered the skincare space with Skkn’s cleansers, serums and more.
Skkn by Kim Classic Mattes Eyeshadow Palette
“I feel like my vision is finally getting realized,” she told Bustle. “When I launched with the name Skkn by Kim, I think people thought like, oh, it’s just skincare. But I always knew we were working on all of the products.”
As for whether her kids might someday inherit that empire? “I would love them to be involved, but I also want them to do whatever makes them happy,” said the star, who also admitted to having second thoughts about once allowing daughter North West to try a particular beauty product.
“I look back and there’s times when I remember I let my daughter wear a red lip once for Christmas,” she said. “Would I do that now? Probably not.”
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