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Kim Kardashian used her KKW Body Foundation to conceal sunburn and people aren't OK with it

To conceal or heal?

05 Aug 2019

It seems like it was just yesterday when Kim Kardashian’s shapewear line came under fire from social media trolls for cultural appropriation, but the controversy continues with trolls now turning their attention to Kim's KKW Body Foundation.

The Body Foundation itself has also gone through its fair share of criticism; when it was launched people questioned the need for applying makeup onto the body.

And now Kim has been called out for using her body makeup to conceal her sunburn.

In a four-part video and image post uploaded onto Instagram, the reality star was seen covering up sunburn on her chest with her KKW Body Foundation applied on by makeup artist to the Kardashian family, Mary Philips.

The instructional video received a lot of heat in the comments section for using makeup on quite badly sunburnt skin, and social media users had a lot to say about it all.

“Put Aloe Vera on your sunburn people, not makeup,” wrote an Instagram user critical of Kardashian’s cover-up method.

View this post on Instagram

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 Kkwbeauty.com

A post shared by Kim Kardashian West (@kimkardashian) on

Another user criticised Kardashian’s post as an inconsiderate marketing ploy, saying: “Advertising makeup is more important than reminding people not to get sunburnt”. Many in the comments followed suit, claiming that Kim was just trying to generate more sales of her products.

The before-and-after images included in the four-part post do however cover-up the sunburn extremely well, showing a drastic difference.

Despite the backlash, the foundation's coverage prowess did receive praise, with one user writing: “I have needed this all my life”, and another adding: “That’s impressive coverage. A perfect match!."

Read GLAMOUR's review of KKW Body Foundation here.