Kim Kardashian opens first KKW Beauty store today

By Sarah Parsons 20-Jun-2018

The reality TV star's debut make-up store encouraged consumers to queue outside from 5am

via Getty Images

via Getty Images

Kim Kardashian is about to open the doors of her debut cosmetics store.

Selected consumers will be able to meet the reality TV star and her personal make-up artist Mario Dedivanovic at a party to celebrate the pop-up launch in shopping mall Westfield Century City, Los Angeles, US.

To kick off today’s launch KKW Beauty provided Instagram users a sneak peek of the store’s visual merchandising and a reminder to start queuing for entry from 5am.

Until 27 June, on a first-come, first-served basis consumers will be able to purchase the entire KKW Beauty and KKW Fragrance lines.

The store features the brand’s signature nude colour scheme and silhouettes similar to those of KKW Body fragrance packaging.

“So excited my first pop-up opens tomorrow,” Kardashian shared via Instagram. “6/20 at Westfield Century City in Los Angeles!!

“Can’t wait for you guys to see the design and try out all of the @kkwbeauty & @kkwfragrance products.”

Kardashian’s retail debut follows in the footsteps of younger sister and fellow brand-owner Kylie Jenner.

Kylie Cosmetics has staged a number of pop-up events throughout the US, including a beauty truck and a retail partnership with Topshop.

However, the stores were slammed by several beauty bloggers who claimed that the brand was selling damaged products in unkept packaging.

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“You would think that since Kylie Jenner is a billion dollar make-up company, that she could at least hire a Kylie representative to maybe work a couple hours a day during peak hours,” commented vlogger Rich Lux.

Watch Rich Lux's critique here:

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