As viewers of Hulu’s The Kardashians have noted, the family is going all-in on product integration. And that now includes TikTok challenges. Kim Kardashian, for instance, just used her sister Kylie Jenner’s makeup line in her latest TikTok and the results are less than red carpet-ready — on purpose!
There’s a TikTok trend where users give themselves a “chav” look — an over-bronzed, over-contoured face that was popular in Britain in the noughties. (Chewing gum is, like, an important part.)
One version of the trend is to start with the chav look and then give yourself a makeover in which you take off that makeup, then put on an equal amount, but in a more current style. The version that Kardashian did started with a bare face and then she chav-ed it up with products from Jenner’s line. A dig? Or a clever way to get around FCC sponcon regulations?
You decide.
Fans seemed to enjoy the humorous moment, but comments on the video have been turned off. Seven hours before she uploaded the TikTok, Kardashian put Kylie Cosmetics’s Glow Balm on her Instagram Stories and called it her “favorite cream blush,” so we’re pretty sure this is not a dig and is meant to sell us stuff. A KarJenner’s gonna KarJenner, that’s for sure.
Just a couple of days earlier, the makeup mogul posted pictures of herself in a bodysuit from Kardashian’s Skims line but didn’t tag the brand, prompting Kim to comment asking for a tag, and Jenner responded that she had to steal the item from their mom’s house. The interaction got much more coverage than a simple tagged upload would have, so, well-played, Kim Kardashian and Ky!
All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.
This story originally appeared on glamour.com.
Read more stories about TikTok trends:
