Kim Kardashian West Enlists Her Mom, Grandma to Model in Age-Inclusive Campaign for “Anti-Aging” Concealers

This morning, Kim Kardashian West announced on Twitter that her hotly anticipated KKW Beauty Three-Step Concealer Kits will drop March 23. Kardashian West has talked about the development of concealers since the launch of her line in June 2017, noting her mastery of using them to conceal under-eye circles. The kits contain Liquid Concealers (in 16 shades), Baking Powder (in four shades) and Brightening Powder (in four shades) — a larger range of shades to accommodate more skin tones.

Coming to @kkwbeauty 03.23 #ConcealBakeBrighten #KKWBeauty pic.twitter.com/mnXfddBFpf

— Kim Kardashian West (@KimKardashian) March 13, 2018

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#ConcealBakeBrighten @KKWBEAUTY pic.twitter.com/sXUeJH9J3i

— Kim Kardashian West (@KimKardashian) March 13, 2018

More notably, Kardashian West’s mom, Kris Jenner, and grandma, M.J. Shannon (both donning blonde wigs, according to an exclusive interview in Allure magazine, out today), star in the campaign that features a varied group of models in a range of ages and ethnicities. The 83-year-old queen of the Kardashian-Jenner clan, Shannon has appeared on episodes of Keeping Up With the Kardashians and seems to be playing a larger role lately, making her debut on the family holiday photo series last December.

MARCH 23 CONCEALER KITS launching https://t.co/PoBZ3bhjs8 Thx to my mom & grandma for being the best models! I’m so proud that my concealers have anti aging properties & we used models ranging from their 20’s to 80’s! Go to @kkwbeauty to see all of our swatches and product shots! pic.twitter.com/QqAxWzio13

— Kim Kardashian West (@KimKardashian) March 13, 2018

“I wanted to show it’s not always about these young, perfect models that are going to look good no matter what,” Kardashian West tells Allure. “We really had to make sure that the concealer worked on different skin types and ages as well, so it was important to show that in the campaign … Not only did I want to make sure there were some ingredients to treat the signs of aging like ceramides and marine collagen, but I also wanted a blendable product that you could really build to achieve that lighter under-eye effect without the concealer creasing.”

We love the age inclusivity of the campaign, an ongoing trend with beauty and fashion brands — think Betty Catroux and Joni Mitchell for Saint Laurent, Vanessa Redgrave for Gucci, Twiggy and Helen Mirren for L’Oreal, Joan Didion for Celine, model Maye Musk for CoverGirl and Sachin & Babi, Jessica Lange for Marc Jacobs Beauty and Charlotte Rampling for NARS.

What stands out are the words “anti-aging” in the same Twitter sentence. Isn’t the point of the age diversity to empower women to feel beautiful, regardless of age, and to embrace aging — particularly in youth-obsessed Hollywood with the current message of female empowerment amid the Time’s Up and #MeToo movements?    

It remains to be seen how Kardashian West will word the product copy on her site when the concealer kits launch in 10 days.