Okay so here we are, it's 2019, and a mainstream star is releasing skin products, namely foundation, but for your body.
It has been met with a mixed reception, notably body positivity campaigner, Jameela Jamil, condemning the beauty product.
Hard pass. God damn the work to take it all off before bed so it doesn’t destroy your sheets... I’d rather just make peace with my million stretch marks and eczema. Taking off my mascara is enough of a pain in the arse. Save money and time and give yourself a damn break. ❤️ https://t.co/gGrbiZfH2K— Jameela Jamil 🌈 (@jameelajamil) 24 June 2019
This echoes her own previously made statements, suggesting the Kardashian family set unrealistic beauty standards for their very impressionable hoard of fans.
Many have questioned how this will suit people with serious skin conditions, who largely avoid beauty products which may irritate or negatively affect their skin.
“I’ve learned to live with and not be insecure of my psoriasis, but for days when I want to just cover it up I use this Body Makeup,” Kardashian said on the post.
View this post on Instagram
I’m so excited for you guys to try my new @kkwbeauty Body Collection. It consists of 3 different products (body make up, a liquid body shimmer and a loose shimmer powder). I use them all separately and sometimes all together depending on the look I am going for. This one shown above is the body Make Up. This is what I use most often. I don’t always like my legs to have shimmer on them. I use this when I want to enhance my skin tone or cover my psoriasis. I bruise easily and have veins and this has been my secret for over a decade. I’ve learned to live with and not be insecure of my psoriasis, but for days when I want to just cover it up I use this Body Makeup. My formula is so creamy and buildable and has a smooth satin finish. It builds easily for a more full coverage if needed. It launches 06.21.19 at 12pm pst at kkwbeauty.com #kkwbeauty. Stay tuned for some videos showing how i use it all.
Some are a bit more optimistic about the product, however, with one Reddit user saying that they could benefit with a bit more cover. Their skin condition means they usually have pronounced bruises on their legs, which affects their own self-esteem and causes people to make often harmful assumptions about their partner.
This could also provide some solace for people who have old scars and seek to feel a bit more "normal". Either way, Kimmy K is banking on that fact she'll do just that - make mad bank.
What do you think - would you use her body foundation?