Kim Kardashian isn’t letting the coronavirus lockdown stop her hustle as she’s still promoting her Skims brand while also announcing a new perfume with her mum Kris Jenner.
The Keeping Up With the Kardashians star blessed her social media followers with a look at the new Skims campaign for their Smooth Essentials collection.
In one shot, Kim, 39, is seen posing against the backdrop of a clear blue sky modelling a nude bralette and underwear shapewear set, while she dons a black version in another photo.
This week, the reality TV star is also promoting the brand new scent under her KKW Beauty brand.
However this one’s a little more close to home as it’s a collaboration with her mum Kris.
Announcing the product, Kim told her Instagram followers: ‘My mum @krisjenner and I are so excited to announce the launch of KKW x KRIS, our first ever @kkwfragrance collaboration.
‘A woody, white floral fragrance with the freshness of freesia, creamy white gardenia and tuberose at the heart – I know you will love wearing it as much as I do.’
Kim, who shares four children with husband Kanye West, went on to reveal that KKW Beauty will be donating 20 percent of profits from sales of the fragrance towards the coronavirus relief efforts between 15 April and 5 May.
Profits will go towards Blessings in a Backpack, an organisation that provides food for children across America at the weekends where they might otherwise go hungry.
While many appreciated Kim’s charitable efforts, others questioned whether it’s considerate to release products during a pandemic.
‘I don’t think now’s the right time to be pushing product sales- albeit offering a % to charity,’ one of her followers commented. ‘As a brand/influenced use your platform to give freely & help during this time. Many are suffering/dying in poorer states around the world. If you want to do something good – make it PRACTICAL. Give our masks, hand sanitizers, food etc.’
Another sceptic remarked: ‘Wow perfume is just what I needed to keep me going through these tough times I will drink it and feel fresh.’
Refusing to support the release of the fragrance, one follower stated: ‘Can you guys stop trying to sell us stuff? We’re in a global crisis. Buying perfume and shapewear is not at the top of our list.
‘People are losing their jobs, losing their loved ones. Considering your platform, it would be nice instead of selling us stuff and donating a micro percentage to a charity, to donate your time and money to helping our first responders and healthcare workers who are fighting this virus for us everyday. You and your family have profited off of us for the last 10+ years. Can’t you take a break during a global crisis?’
Agreeing with their sentiments, another weighed in: ‘This seems like a really inappropriate time to be advertising and promoting a luxury item most people cannot afford right now because they are worried about food and shelter and not dying. I am [not] knocking the hustle but let’s think about the timing and read the room a bit.’
It was previously announced that Kim would be donating $1 million (£808,000) from Skims towards coronavirus relief efforts.
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