Kim Kardashian has been in the spotlight a lot recently, but it looks like the star can take the heat.
The entrepreneur and makeup mogul has taken to Instagram to tease the latest launch from her KKW Beauty label, a red-hot collection dubbed “Sooo Fire”.
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So excited to announce my new @kkwbeauty Sooo Fire Collection!!!🔥 The new collection includes a 10-pan metallic eyeshadow palette, 3 eyeliners and 3 glosses with a brand new formula. I wanted to create something that was fun, and completely different than what we have done before. Wait until you see this packaging!!! I’m so excited to see all of the looks you can create with this collection. Coming to kkwbeauty.com on Friday, 07.19 at 12pm pst #kkwbeauty
The series represents a change of direction for the wildly successful cosmetics brand in terms of packaging and design. It will include a 10-pan metallic eyeshadow palette which will double up as a working matchbox, as well as three different eyeliners, and a trio of lip glosses boasting a brand new formula. The collection will drop on July 19.
“I wanted to create something that was fun, and completely different than what we have done before,” Kardashian explained to her 143 million Instagram followers, sharing images of the collection on the social media platform. The brand also shared images of its founder showcasing some of the colors from the collection, adding that it contains “the ultimate glam essentials to create a gorgeous fiery look.”
The collection follows last month’s launch of “The Body Collection” which included a “Skin Perfecting Body Make-Up Foundation” for various skin tones that netted Kardashian a string of headlines.
The star also caused controversy with her announcement made late last month, that she was launching a new shapewear line called “Kimono”. The name of the brand sparked global backlash and accusations of cultural appropriation, leading Kardashian to announce that she would rename her new venture. She recently opened up the discussion via Twitter, asking her 61 million followers for their thoughts on the term “solution wear” and asking for brand name suggestions. HM/JB