Rivalry is not always a bad thing, right?! What if it’s from your best friend? Well imitation is the sincerest form of flattery. Or so they say. Well this seems to be the case for Mario Dedivanovic,Kim Kardashian West’s BFF and makeup artist.
In addition to the Armenian beauty Mario has also worked with Ariana Grande and JLO. So he has earned his worth and clearly knows what he is doing, when it comes to applying makeup but what about selling it?
KKW Beauty is an industry leader and has a large share in the makeup place but it looks like Marios range could prove to be a real competitor. He would be sharing or taking some of Kim’s customers because the range looks so similar to KKW Beauty.
The main palette, which will contain colours inspired by ‘human organs and flesh’ 🧐 has some beautiful tones and a good range. We’re just not sure about the description as it sounds a little macabre.
There’s also a range of lip and eyeliners with a good range of colours too. Mario commits to saying his range will help to make putting on makeup ‘easier’ and is for everyone. He openly admits he has “invested everything” into the brand and if it doesn’t work out he will “....be back living with his parents!” Well that’s commitment for sure. If he’s lived a life of jets and champagne with the Kardashians I’m sure he won’t want to be back home with a curfew!
At the higher end of makeup pricing an eye prep set, will set you back $28 (£22.07) and ‘Masters Metals’ Palette $48 (£37.84). This is on par with KKW beauty prices - a similar but smaller palette will set you back $30 (£23.63).
The range will be launched in the US in Sephora, so far there has been no mention of a UK release date or an official website of his own. Mario has a strong following with over 7 million insta followers, so there’s bound to be interest.
The products look good but kind of a KKW beauty repackage in some respects. The range comes only 11 months after his KKW beauty collab so we wonder if he hid this until after? We would love to be a fly on the wall of those conversations!
What do you think? Is this just jealousy rearing it’s ugly head and Mario wanting a slice of the pie ? Or does it really matter? The beauty industry is worth over 500 billion dollars, so isn’t there enough pie for everyone? Comment below!