Kim Kardashian's KKW Beauty is trying to hire non-models — but it's causing controversy

Kim Kardashian wants fans to get more involved in her KKW Beauty brand.

This week, she put out an open call for models for an upcoming KKW Beauty campaign. It’s an exciting opportunity for anyone — pairing with Kim Kardashian would quickly raise any model’s profile — but it’s drawing controversy for limiting the playing field.

Kim K. is attempting to hire non-models for an upcoming KKW Beauty campaign, but her casting call is drawing controversy. (Photo: Twitter/Kim Kardashian West)

The casting call was announced in a tweet from the brand’s account: “Attention LA area beauties! Join our open casting call for a chance to be featured in an upcoming #KKWBeauty campaign.” The flyer, in KKW’s beloved millennial pink, gives details about the call: “We are excited to announce an open model casting call in the LA area for several upcoming KKW Beauty campaigns … this call is open to all women 18+ (there is no max age limit.)”

Some fans are criticizing Kardashian for not opening up the call to all genders. “Just women? Feeling sorry for all of the male influencers/models out there,” one critic wrote in. Others are calling out specific male beauty bloggers, like Manny MUA and James Charles, who they’d like to see as part of the campaign.



As one fan points out: “Doesn’t mean she doesn’t support all genders and appreciate that men use her makeup too. You never see this complaint when truck advertisers look for just men.” Others are jumping in to defend Kardashian and remind her fans of the value of women-only spaces.

While this specific campaign may be women-focused, Kardashian has let plenty of men into her beauty sphere in the past. She’s done tutorials with Patrick Starrr, been locked in drama with Jeffree Star, and, most important, used Mario Dedivanovic as her longtime makeup artist. Dedivanovic is now a beauty star in his own right who can charge upwards of $500 for a master class.

Beauty boys may be left out this time, but we have a feeling their moment in the KKW spotlight will come soon enough.

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