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Here we were, living an average Tuesday when the world shook. Kim Kardashian West is coming out with a makeup line. This is what we know: Right on the heels of the Keeping Up With the Kardashians season finale, she posted a date to her Instagram feed—June 21, 2017—on the same washed-out pink beige we knew, we loved, from her Kylie collection. "@KKWBeauty" is tagged in every caption. The KKWBeauty account only follows one person: Kim Kardashian West.
Literally (in Kar-Jenner speak), this is some enigmatic shit. The KKWBeauty account already gained 9,194 followers (and counting) in the hour it's been live, its only three photos are the same ones Kim posted on her feed. The bio reads "SHOP 06.21.17 KKWBEAUTY.COM," so we've got a single clue there—the most we know is that the website itself lets you get on the email sign-up list, similar to how Kylie Jenner's site looked when she first launched Kylie Cosmetics. To which we say, take it Kim, take it all.
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Comments on Instagram range from the classic "bye, money" emojis, to watchdog makeup accounts already in the works, to "Idk how to feel about this…" and comments that she's stepping on Kylie's game. Which brings us to our questions: Most important, how is Kylie taking the news?! The girl staked her claim to the makeup world, carved out an empire, and now Kim is getting in the action? Interesting, very interesting.
But there's also the fact that the Kardashians dabbled in beauty even pre–Kylie Cosmetics: Back in the day, Kim, Kourtney, and Khloé Kardashian had a Kardashian Beauty line. It was first released as Khroma Beauty, then thanks to a lawsuit (yikes) became Kardashian Beauty, and then slowly fizzled out of existence. The only remains are two sad headbands and a hair straightener on ulta.com.
And on top of that, Kim's partnered with Charlotte Tilbury on her KIM K.W. shade. Across the board, Kim's colors have been in that very specific, nude-pink family. The background on Insta makes us think there could be more of the same headed our way—but, predicting what the Kardashians are up to has never worked all that well, who knows?
In a different direction, will the line factor into Kim's upcoming Lifetime makeup reality show, Glam Masters? Will Khloe collab with Kim, or is she solidly in the Kylie camp? What is the Kanye input factor? How will it stack up to Fenty Beauty? So many questions. We can't wait to see how the lipsticks fall.
Update (June 14, 2017, 11 A.M.): Kim told all during her Forbes interview. Apparently, we can expect a line of cream contour and highlighting palettes, the one constant through her ever-changing look across the years. Eyeshadow and lipstick aren't out of the question, either—and knowing Kim, she's gonna go big.
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