Kim Kardashian, reality TV superstar and social media mogul, has recently released a new line of makeup. The reception to the latest product however has been… a little bit frosty.
what a wide variety of shades🙃 pic.twitter.com/b9ROUxUHA6— emma (@enoelaniallen) 13 March 2018
To say the least.
Just before the launch of her latest line Kim Kardashian spoke to Allure, saying:
“I'm always listening and I always want to know what the fans want for sure.
“We kind of kept it in the same range as our Contour Sticks, so having a light category, medium, dark, and deep-dark, and then having four shades for each, so we're making sure that there's a wide variety.
“For each category, we have two cool options and two warm options, so I feel like there will be something for everyone.”
The crux of the issue is that Kim Kardashian’s makeup line lacks diversity in the shades it offers women, specifically, while it has lots of shades for light skinned women it only has four that are designed for women of dark skin. Worse yet, many people are saying that the darker shades flat-out do not work on black women.
Sometimes i think Kim Kardashian forgets her kids are black. She made her new concealer line and made 2 “dark” shades 🤧 #smh— CoffeeIsMahLyfe (@CoffeeIsmahlyfe) 16 March 2018
“Anyone going to bring up the fact that the KKW concealer shade range is straight up disrespectful to WOC?” wrote one user online.
“Not sure why KKW beauty has dark-skinned models when you know full well your trash shade range isn’t going to be any good for them,” another user commented on Instagram. Meanwhile another user pointed out that Kim Kardashian should know better given the relationships she has in her life:
“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?”
I’m not being funny yh but is this was KKW Beauty calls a diverse shade range? It’s literally so many variations of tan then some next jumps to brown pic.twitter.com/NKOWwB7cne— you f*cking look like luther vandross (@sheixx_) 15 March 2018
“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.”
The makeup line is being unfavourably compared to Rihanna’s Fenty line which touted an equal range of shades and colours for women of both light and dark skin, and which was praised by critics for being considerate and diverse in its approach to skin tone.
Despite the backlash the black model used during the makeup line’s initial marketing push has hit out at critics who question whether it works on black skin:
“To end the conversation because you are taking about me ( : I am the « dark black model )," she commented on KKW's Instagram post, "I can tell you that they did not chose me only to pretend; I had the make up on and it fits perfectly my skin color.
“I am not wearing any make up usually so I know when I have it on if it’s good or not and here it was the case, I even keep it on me and went have diner a friend [sic].”