Ipsy secures marketing deal with Khloé Kardashian

The beauty subscription box company is kicking off the partnership with a viral Instagram challenge

US beauty subscription company Ipsy has launched a new partnership with reality television celebrity Khloé Kardashian.

The Keeping Up with the Kardashians star will support the brand on social media, including an upcoming Instagram campaign.

"I shake things up, take risks and just have fun with it," said Kardashian.

"To me, beauty should be anything but boring. With Ipsy, you get to try new beauty products every month that are picked just for you."

Kardashian's first collaboration with Ipsy will air via IGTV on 24 September, where she will compete against TikTok influencer Addison Rae in a 'tiny hands make-up challenge'.

The viral YouTube trend saw vloggers attempt to apply make-up while wearing miniature rubber hands.

"Khloé is an inspirational working mom and entrepreneur who embodies self-expression in a very real and tangible way," explained Jenna Habayeb, Chief Brand Officer at Ipsy, on the reasoning behind the partnership.

"She is a true style chameleon and takes a bold approach to beauty that is playful, experimental, adventurous – and really brings the Ipsy experience to life.

"Over the years, Khloé has invited us all into her life, her home and her relationships, and now we are thrilled to welcome her into the Ipsy community, and we can't share all that fun activations ahead."

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