Kim Kardashian has gone filter-free showing off her glowing face in a video to boost her newly launched beauty business.
The reality star, 41, was recorded while receiving a facial from world-class aestheticians Joanna Czech who used Kym's products from her SKKN line.
The mum-of-four shared the footage to Instagram which showed off her natural skin in a switch up from her trademark full glam.
Fans were keen to see her glow but also spotted some flaws including red spots, blemishes, and some fine lines as the facialist applied the products.
The TV star shared that she created a nine-product ritual with the help of "dermatologists and aestheticians".
But fans have questioned why Kim is going into the beauty business two years after Kylie, potentially putting their products in direct competition of each others.
One commentated it could shed shade on TikTok with one saying: “She’s coming for Kylie skin.”
A third asked what many others seemed to be wondering: “Why would she have a skincare line when Kylie has one?”
A fourth stated: “Now everyone is gonna compare this with Kylie skin...We’ll see who does it better.”
Kim announced S KKN with a show of skimpy bikini clad shots as she showed off a glowing tan.
The beauty mogul captioned the post: "I’m excited to finally introduce to you SKKN BY KIM, a rejuvenating nine-product skincare ritual that I have developed from start to finish.
"I’ve been so privileged to learn about skin and skincare over the years from the world’s top dermatologists and estheticians, and every bottle from my new line is filled with the knowledge I’ve accumulated along the way."
The nine items, which include a cleanser, toner, exfoliator, hyaluronic acid serum, vitamin C serum use only traditional beauty ingredients, such as vitamin C, shea butter and squalene.
But despite the hefty price tag at $630 dollars the SKIMS founder is adamant it's completely worth it..
Explaining the expense, she continued: "It's definitely more prestige, and in order to get the types of ingredients that I would not really miss out on, it was kind of a necessity.
"I wanted to just stay true to exactly what I use, even if everyone was saying this is overwhelming."
