Kim Kardashian is bringing back color cosmetics, introducing Skkn by Kim Makeup on Jan. 26.

“That’s my heart and soul and that’s where I began,” said Kardashian of color cosmetics, calling from her home in an exclusive interview prelaunch with WWD. She had just returned from a ski trip together with her children. “With 4 kids, it isn’t chill,” she laughed, of the vacation break. “No, it was amazing. We skied. I’m glad they got that point in. But I’m very glad to be back to work.”

Between shooting “American Horror Story: Delicate” — her biggest acting role up to now — Kardashian has been expanding her beauty company, applying learnings from her previous endeavors in color.

“It’s at all times taking the expertise that I’ve learned for 20 years getting my makeup done almost each day and making probably the most user-friendly products,” she went on. “And even having two previous makeup lines.”

It was in 2012 that Kardashian, alongside sisters Kourtney and Khloé, entered beauty by launching Khroma Beauty, later renamed Kardashian Beauty, with makeup and hair products. It was short-lived, and in 2017 — with Kardashian going solo — she introduced KKW Beauty and KKW Fragrance, with Coty taking a 20 percent stake within the business in 2020.

Kardashian shuttered each brands in 2022, with a plan to return with “a very recent brand with recent formulas which are more modern, revolutionary and packaged in an elevated and sustainable recent look,” she said in an announcement on the time. It was reported last yr that she was considering buying back the minority stake in her business from Coty.

The result was Skkn by Kim, an entire skincare line created with the assistance aesthetician Joanna Czech, unveiled in 2022.

Now comes makeup with a set of lip liners ($22), lipsticks ($32) and an eye fixed shadow palette ($50), all in shades of nude. It would be available at skknbykim.com.

“I feel you only understand how you need to make things even higher,” she said of insights gleaned from the primary time around. “The lip liner glides on just a little bit higher. Every part is within the minor details. As a perfectionist and within the lab…[I’m] trying sample after sample and ensuring it’s perfection. So those little details, I feel like the client will feel the elevation.”

She described the feel of the products as “velvety mattes.” The lip liners promise long-wear, with a formula that blends and glides on easily. They are available 15 shades, from Light Beige to Deep Chocolate. The lipsticks, in 10 colours, offer full-coverage with a “smooth” and “blurred airbrushed finish.” Hues range from Light beige to Wealthy Mahogany. And the attention shadow palette, with 12 nudes from “matte creamy beige” to “matte black,” are “ultra-lightweight,” made to mix, be buildable and crease-free.

“The center of who I’m is the classic neutrals,” Kardashian said. “I wanted Skkn to be every little thing that completely makes you appear to be your best self and that starts along with your skin. So, we’re not going to be doing any daring colours or anything that I don’t personally use and wear,” she said. “The difference between this line and KKW Beauty is it’ll be all of probably the most amazing, much more elevated formulas from before, but it surely’s going to be all of our classic nudes and every little thing that just makes your skin its best self. In order that starts with skincare, then that evolves into color cosmetics, after which it’ll evolve into fragrance and anything that you just placed on your skin.”

Fragrance is within the works, a category Kardashian dabbled in with KKW Beauty, as is complexion, including foundations, which is recent territory.

“I just really hope that we will be super revolutionary and convey something I’ve never done before, which is foundations,” Kardashian continued. “And we’re bringing back our concealers and powders and contours. Every product that I take advantage of, I need to bring that to the marketplace.”

That being said, there might be some differences, including in texture and finish. “My way of doing makeup — I don’t know if it’s time, I don’t know if it’s now with age — is just a special style than what I used to [do]. I was, like, extremely matte. Now, I like just a little bit more dewy, lighter,” she said. “So, I’m bringing my newer techniques that I take advantage of. I’m excited for people to see my beauty elevation, still with the entire classics, but I’m just excited to bring more products on the market.”

Bringing all of the wonder categories together under one master brand has at all times been the plan, Kardashian said. “In the event you give it some thought, I had KKW Beauty, KKW Fragrance, I’d have had KKW Skin,” she added. “I wanted every little thing on one website, one brand, super cohesive.”

The present packaging for color isn’t the ultimate version of what she has in mind, she said, but she was desirous to drop it: “I’m just, like, you guys we’re launching, and we are going to keep perfecting as we go.”

Her team in color is small, she said. At the middle is an in depth friend, whom she doesn’t name.

“I actually have a tremendous Armenian friend who’s so knowledgeable and has been in the wonder business for 20-plus years,” Kardashian said. “We test colours all day long. She travels with me when I’m going to Milan and Latest York, and we go and have a look at all of the factories. I really like having a small team, since it’s just really essential for people to know what you would like and what you’re on the lookout for.”

Kardashian is trying to deal with staying true to herself as she grows the brand, she said, and that’s reflected on this launch. Nowadays she’s an enormous fan of lip liners: “It’s, like, the one thing I’ll placed on. If I can’t get anything, I’ll just put just a little lip liner and gloss, and even chapstick. If I needed to take one thing with me could be lip liner.”

With some concealer perhaps? “I’ve been doing blush these days as a substitute and just letting the dark circles go for a minute. It’s what it’s.”

She also pays close attention to the consumers and their needs, while working to surpass their expectations. “I’m so excited that our customer for Skkn is such a loyal, returning customer and the information just shows that the folks that use it and use the total system really understand how amazing and robust the formulas are,” she said, of the nine-step routine. “So, I’m just super pleased with that. My favorite thing ever is, even with Skims [her shapewear and clothing company valued at $4 billion in 2023 and said to be interested in an initial public offering], is when someone gets a product and it’s 10 times higher than they ever imagined. That’s at all times the dream. You should overdeliver.”

Looking ahead, in the case of distribution, she looks to expand beyond her direct-to-consumer channel: “Our goal obviously is to be in retail and to be in all places so it’s as accessible as possible,” Kardashian said. “That’s something that we’re at all times talking about and dealing on. That may be a huge priority.”

Wrapping up, she revealed it was her first interview of the yr.

“My first little bit of work,” she said. “It felt good.”