Do you remember where you were on that fateful summer day in 2021 when Kim Kardashian‘s KKW Beauty posted what, in retrospect, seemed like a permanent farewell? “We’re currently away working on a new, more modern, elevated, and sustainable brand and customer experience — the way Kim has always envisioned,” the post read. “Thank you so much for being on this incredible journey with us. We promise we won’t be gone for too long.” But when years passed and Kardashian gave so much entrepreneurial attention to her shapewear and skincare businesses, Skims and SKKN, it seemed, in fact, too long. Fans were losing hope of ever seeing the reimagined makeup we were promised. Until now.
On Tuesday, January 16, about two and a half years after KKW Beauty announced its hiatus, Kardashian posted an Instagram Reel that made the proverbial clouds part over the land of celebrity beauty brands.
“Alright guys, so, I have been reading the comments on the SKKN account, and so many of you want us to bring color cosmetics back,” Kardashian says while sitting in a beige armchair, wearing a slinky, black dress. She then reads some of said comments: “Kim, we need the makeup. We are dying out here.” “Kim, where is your makeup and fragrance? I’m dying for it.” “The world has been begging you. Can we get a release date on makeup, though?” The comments pile up into chaotic, echoing pleas until she says one more thing directly to the camera.
“Guys. I hear you.”
Kardashian blows a kiss, and then the screen changes to show a date: “01 26 24.” It wasn’t clear at first if that meant her new makeup collection would be launching then or if that’s when we’ll get more details, though, because, in the caption, she wrote, “We got the hint. Stay tuned for a BIG announcement… 💋”
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