Kylie Jenner may have ticked off the black community with her latest Marie Claire interview in which she claims she “started wigs, and now everyone is wearing wigs,” eliciting cries of cultural appropriation (rightly so), but the cosmetics queen knows how to use her Kardashian klout to promote awareness —and squash controversy. Exhibit A: The reality star took to Twitter to seemingly address the uproar, writing, “When publications switch up your words for hype…Damn.” We assume the implication is that Ky was referring to the spread of the wig trend within her own clan. Exhibit B: On Sunday, the product promotion aficionado used her much-followed Snapchat to plug Caitlyn Jenner’s new MAC lipstick, Finally Free.
The video, though not anywhere near as suggestive and stylized as Kylie’s own BBHMM-inspired would-be lip gloss ad, sends a much more effective message. It features a cameo by Caitlyn (whom Kylie refers to as “my dad”), who has ostensibly stopped by her youngest daughter’s pad to gift her with the exclusive shade.
Caitlyn makes no pretenses about the purpose of the obviously staged on-goings: “It’s $17 and 100 percent of the proceeds go to the [MAC AIDS Fund] Transgender Initiative,” she details as she implores Kylie to try it on and give her opinion.
Kylie happily complies and Cait can hardly contain her enthusiasm (or nail her timing), shouting out, “Oh my God, you’re gorgeous!” though the tube’s barely touched her daughter’s lips. This isn’t lost on Kylie, who giggles and replies, “Instantly!” with the affectionate eye-rolling tone one reserves for one’s parents’ fumbling use of social media.
After performing her signature hand application to show the color contrast up close, Kylie describes Finally Free as a “very pretty…sheen, rosy color.”
Kylie’s bias aside, the Kardashian-Jenners certainly do know their lip shades and Caitlyn is no exception. The mid-tone, rosy nude is classic, elegant and versatile, just as the former Olympian intended. “To be honest, I want people to use it every day so they have to buy more. I want to raise a lot of money. It’s very simple,” Caitlyn told MAC. Sound reasoning to go with a sound cause.