After endless teasing on Instagram, last week Kim Kardashian dropped new KKW Beauty body foundation, shimmers, and shimmer powders. Since Rihanna brought body shimmer back from the grave last year, it’s been having somewhat of a renaissance, along with body makeup.
Kim’s never one to sit out on a trend (or money-making opportunity), but this launch also had a strong personal motivation behind it. Kardashian has long been open about her struggles with psoriasis, and that’s in part why she wanted to create her own version of body foundation.
In an Instagram post announcing the launch, she discussed how she’s relied on body makeup for years, but has never been able to find the perfect formula. “I use this when I want to enhance my skin tone or cover my psoriasis,” she said. “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.” In another post, she showcased the makeup by covering her grandmother MJ’s veins.
But this is a Kardashian we’re talking about, and as swiftly as the intrigue came for her new products, so too did controversy. There’s been backlash on social media from both fans and other celebrities (most notably Jameela Jamil), who have accused Kim of promoting unrealistic beauty standards by promoting a product that covers “imperfections.” As Jamil wrote on Twitter (and has since issued an apology about): “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.”
Others, however, pointed out that body foundation is nothing new. It’s long been a red carpet and on-camera staple. Even for so-called “everyday people,” there’s clearly a demand for it. (For example, Sally Hansen sells a million cans of its Airbrush Legs a year—the stuff is crazy popular.) Yes, legs are perfectly fine with bumps, bruises, veins, and discoloration, but if you want to cover it up, that’s 100 percent your choice.
Jamil also had a point though. No one wants to take an extra 10 minutes to slather on body makeup, only to have it drip off your legs in the sun or destroy a brand-new skirt. So we tasked three Glamour staffers to put it to the test during a hellishly muggy week in New York City. Read on to see how it held up—and if it’s really worth the $45.