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Keeping Up With the New Kardashian Beauty Products

Friday, July 14, 2017

I’m a big fan of "Keeping Up With the Kardashians," so when Kim Kardashian West launched her new beauty line, I was eager to buy her Crème Contour and Highlight Kit. Expecting the kits to sell out in a matter of minutes, I ordered mine exactly one minute after it went on sale in her online store.

Working at EWG, I've become conscious of the products I put on my body every day and the potential for them to have ingredients that could harm my health. The KKW Beauty website doesn't list any of the ingredients in its products, so I worried whether using them could expose me to ingredients that have been linked to negative health impacts, such as cancer and hormone disruption. I could only hope that Kim’s sister Kourtney – apparently an avid user of EWG’s Skin Deep® Cosmetics Database – had educated her on the importance of cleaner, safer beauty.

When the products arrived in my mailbox, I showed the ingredient list to Nneka Leiba, EWG’s Director of Healthy Living Science, and asked if any stood out as particularly bad. I was relieved by her reply: "At quick glance, nothing is jumping out." But I was still wary: The government's shameful lack of regulation of toxic chemicals in everyday products means that cosmetics companies are allowed to put just about anything in their products.

But EWG scientists reviewed all three products for safety according to the methodology outlined in Skin Deep, and I was reassured. After Nneka's team assessed the ingredients listed on the labels using data in toxicity and regulatory databases, government and health agency assessments, and the open scientific literature, here’s how the products in the kit scored on a scale of 1 (best) to 10 (worst):


Nice! All three products in the kit fall into EWG’s “low hazard” category. Bravo, Kim!

P.S. We know how hard it is to know which products are the best choices before you buy them, so we’ve made it easier than ever. Just look out for the EWG VERIFIED™ mark on products to know which ones meet our strictest criteria, or search Skin Deep® to see how your favorite products score.  


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