While the launch of KKW Beauty's body make-up collection has gone viral thanks to those before and after videos, there’s something troubling about the message behind the line of products which teaches women to camouflage their scars and skin flaws. Leave it to body activist Jameela Jamil to say what many of us have been quietly thinking.
Three days after the mother-of-four launched her new collection of KKW Beauty body products, which includes a body foundation that Kardashian West credits for concealing her psoriasis flare-ups, the outspoken star took to Twitter to share that she would rather live with her imperfections than mask her body with makeup.
“Hard pass,” Jamil wrote alongside a video Kardashian West had shared promoting the products.
“God damn the work to take it all off before bed so it doesn’t destroy your sheets… I’d rather just make peace with my million stretch marks and eczema,” she continued. “Taking off my mascara is enough of a pain in the arse. Save money and time and give yourself a damn break. ❤️”
This isn’t the first time that 33-year-old has fired back at the Kardashian family for promoting what she believes to be unattainable standards of beauty through their sponsored social media posts and content. Earlier this year, Jamil blasted Khloe Kardashian for a now-deleted post promoting Flat Tea Tummy shakes, writing: "If you're too irresponsible to: a) own up to the fact that you have a personal trainer, nutritionist, probable chef, and a surgeon to achieve your aesthetic, rather than this laxative product...And b) tell them the side effects of this NON-FDA approved product, that most doctors are saying aren't healthy [...] then I guess I have to."
As expected, The Good Place actress’ criticisms have triggered mass online divide, with many commenters turning to the Keeping Up With The Kardashians star herself, who shared how her new product works and her own perceptions of her psoriasis on her various social media accounts.
“I’ve learned to live with and not be insecure of my psoriasis, but for days when I want to just cover it up I use this Body Makeup. My formula is so creamy and buildable and has a smooth satin finish. It builds easily for a more full coverage if needed” Kardashian said on the post.
And yes, we know that wearing makeup is ultimately a decision left at the discretion of each individual, but isn’t it time we started embracing our flaws and imperfections rather than trying to hide them?
This article originally appeared on marie claire