Since its launch, Kim Kardashian’s KKW Body Foundation has received a fair bit of backlash. People have complained that it’s unnecessary and sends the wrong message to men and women, pressuring them to conceal any skin conditions. Now, it seems as if the body makeup is causing even more controversy… Yup, just two days ago, Kim posted a video of herself with a noticeably sunburnt chest (ouch). When we get burnt, the first thing we reach for is a soothing aftersun and lashings of aloe vera. Kim however, seemed focused on covering up the redness – and she did so using her Body Foundation.
In a series of videos and photos posted to her grid, Kim showed how she covered her burn. In the first video, Kim exclaims that she ‘got a major sunburn’ and then goes on to say that her make up artist Mary (we’re assuming Phillips) will be using her Body Foundation in Medium to hide it.
She captioned the post: ‘Sun Burns! UGHHHH I haven’t had this happen in years but thank goodness I had my body make up with me last week! We RESTOCKED all @kkwbeauty body foundation and skin perfecting liquid shimmer today on .’
In the next clip, Mary can be seen applying the foundation using one of the KKW brushes, while Kim talks about how she completely forgot to put on any sun cream. ‘I haven’t had a burn like that since Mexico,’ she said.
In the final two slides she shows off her before and after photos – and the burn is completely concealed. But fans had more than a few opinions about using foundation on a sunburn…
‘You had to be in pain during that application though,’ said one.
Some people questioned whether the sunburn was actually real, while others felt like Kim had intentionally burned herself to advertise the foundation.
‘Why do I feel like she intentionally got sun burn to promote her body makeup.’
‘If she was sunburned nobody be able to touch that part never mind Brushing over sunburn..anything to make money, how come in so many years she hadn’t had a sunburn? Oh let me guess she has a new makeup range out and it so happens she get sunburnt …greedy people just don’t know when to stop.’
‘Maybe you don’t know that putting make up on sunburn make it even worse and it’s really really bad for your skin. But promoting your products seems to be more important.’
‘@kimkardashian you let yourself get sunburned to market your product. It wasn’t an accident gurl. ?’
This post originally appeared on Cosmopolitan.com.
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