Kim Kardashian is a makeup icon. Aside from her makeup artist Mario Dedivanovic, she's pretty much the reason contouring is even a thing. And her sold-out lipstick collaboration with little sister Kylie Jenner got everyone thinking, "Why doesn't KIM have her own beauty brand?"

Well, move over, Kylie. It's Kim's turn now.

The rumors are true: Kim Kardashian is launching her own beauty brand called KKW Beauty.

It seems too good to be true, but it's not — Kim herself uploaded this video to Instagram.

And those videos led to KKW Beauty's own Instagram page, which confirms that whatever Kim has in store will drop on June 21.


It'll all be on, where you can sign up for email updates right now.

Although this brand announcement came as a complete shock, there were actually signs that it was coming.

Kylie Cosmetics' KKW lipstick set came with a hand-written note from Kim that alluded to a "surprise" that was on the horizon. We're going to go ahead and conclude this is the surprise she was talking about.

And we've gotten a huge clue about at least one of the products KKW Beauty will sell.

Kim's veteran makeup artist Mario Dedivanovic has been dropping hints around Instagram that a contour palette a la Kim is in the works.

And there's one more very telling factor: KKW Beauty's font and color scheme.

The brand's website and Instagram indicate that its logo takes the exact same look as Kylie Cosmetics' KKW lipstick set — and that means that KKW Beauty is most likely being created by the same company as Kylie Cosmetics.

It tells us that KKW Beauty is most likely owned by Seed, which owns Kylie Cosmetics and ColourPop.

And what would you know, it currently has two "confidential" brands listed under its ownership. Huh.

And a name and resource pool as big as Seed's is going to make Kim's new brand a surefire success.

Plus, you know everything Kim does is perfect — this beauty brand will be no exception.

So mark those calendars for next Wednesday, y'all.

photo: Giphy

Because if you thought Kylie's collection drops were intense, you are really in for it now.

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