Kim Kardashian has followed in the footsteps of her baby sister, Kylie and launched her own beauty brand - kkwbeauty.
The eldest Kardashian post multiple clips to Instagram to announce the news, along with the caption, 21.6.27.
Although the line isn't set to officially launch until the end of the month, fans are already freaking out.
This comes after Kim collaborated with Kylie Jenner on a KKW collection and to avoid direct competition with her baby sister, the range is set to focus more on skincare and fragrances.
But according to reports, the first product will be a cream contour and highlight which was recently featured on Kylie's Instagram.
Ammmm ….. well this is awkward.