Love them or hate them, the K continue to affect American culture in ways that even they probably didn’t imagine back in 2007 when their reality TV series first began. A Washington Post story describes how women are cutting back on clothing purchases in favor of splurging on luxury cosmetics. Theresa Yee, senior beauty editor at trend forecasting firm WGSN, attributes the “Kim Kardashian” effect to the rising sales of cosmetics, as Kim K draws attention to makeup techniques such as contouring and strobing, and now the latest from her makeup artist, sandbagging. The article suggests that women, perhaps bored with fashion choices, are spending on luxe cosmetics that make wearers feel more confident and ready for that next selfie. Check out which brands and retailers are adjusting to capitalize on this trend, and which ones are not “Keeping Up”.