THE WHAT? Khloé Kardashian has been named as the newest Brand Partner for cosmetics company IPSY.

THE DETAILS The reality star-turned-entrepreneur has signed a one-year deal with the subscription beauty brand, which includes social media campaigns mainly revolved around her Instagram page. 

As part of her launch as Brand Partner, Kardashian is set to challenge TikTok star Addison Rae to a face-to-face ‘tiny hands Make-Off’ challenge on the brand’s Instagram page. 

Jenna Habayeb, Chief Brand Officer at IPSY, said, “Khloé is an inspirational working mom and entrepreneur who embodies self-expression in a very real and tangible way. She is a true style chameleon and takes a bold approach to beauty that is playful, experimental, adventurous – and really brings the IPSY experience to life. 

THE WHY? Kardashian is said to appeal to the brand’s core millennial consumer group. However, while millennials make up a ‘larger subset’ of its followers, IPSY has been working to evolve past this core demographic with a focus on Gen Z TikTok stars such as Rae. 

Habayeb said, “We have a very large community of over 25 million people, and so we want to make sure that we’re hitting different demographics.”