Kim Kardashian West’s New Fragrance Campaign Celebrates The Female Body — Cellulite, Stretch Marks, And All

kkw body

Earlier this year, Kim Kardashian West broke the Internet once again when she released a fragrance modeled after her famous figure. For KKW Body, the 38-year-old covered her naked body in clay to create a plaster mold for the statuesque bottle, and then used naked images of herself to promote its release. No surprise, right?

While we’re all used to seeing the reality star stripped down to nearly nothing on social media and her website — not to mention the infamous sex tape — there was backlash nonetheless. For many, it seemed like another media message promoting unrealistic beauty standards, and people were quick to point out that her cinched waistline, smooth stomach, and perky breasts do not represent the average female form. The average woman’s waist, for example, measures 38.1 inches, according to the CDC, which is a stark contrast to Kim’s curves.

This time around, with two new fragrances, it looks like Kardashian West is using her platform to send a more positive message. The new iterations of KKW Body, Body II and Body III, which are available in multicolored bottles, are meant to celebrate the true female form – cellulite, stretch marks, belly rolls, and all. The campaign for the launch brings this message to life, featuring unretouched images of a diverse group of naked women showing off their natural beauty.

kkw body

Photo: c/o KKW Beauty & Fragrance / Eli Russell Linnetz

“Seeing these women show off their bodies and being proud of who they are is such a strong and powerful message,” Kardashian West said in a statement.

KKW Body

Photo: c/o KKW Beauty & Fragrance / Eli Russell Linnetz

In an interview with Refinery29, Kardashian West discussed the decision to cast real women for the campaign. “I was talking to some friends of mine and I had seen a couple other people recreate the [original KKW Body] campaign and I just thought, You know what? It's not always about my body,” she said. “…And so I just wanted to show a campaign that supports women of all different shapes to feel confident within themselves.”

She continued, “I really wanted to show people that you can be beautiful no matter if you have stretch marks or cellulite.”

KKW body

Photo: c/o KKW Beauty & Fragrance / Eli Russell Linnetz

The fragrances themselves are also meant to make women feel sexy in their skin. Body II is described as a beachy floral scent that “wraps your skin in golden warmth.” It includes a cocktail of bergamot, neroli, orange blossom, coconut milk, ambrette seed, and musk. Body III is more of a woody floral with a complex layer of pink peppercorn, Madagascar orpur, incense, cedarwood, vetiver, and vanilla. Think “borrowed from bae,” says the brand.

KKW Body II and Body III are available online starting today for $60.