The reality TV star and influencer released a selection of teaser images ahead of the launch of the second and third KKW Body fragrances on Friday.
Shared with her 120 million-strong following on Instagram, the close-up images highlight a diverse range of female bodies, showcasing stretch-marks, cellulite, and dimples.
But whilst many Kardashian fans praised Kim for championing women's bodies in all their glory, some pointed out a fundamental flaw with the images: all hair appears to have been edited out.
"Unless she's waxed her entire body there has been some photoshop," a user commented on one of the images.
"Not realistic though. Not a single hair," added another.
Others pointed out that the message of the campaign doesn't marry up with previous comments the Kardashian clan have made; in a series of videos posted to Kim's Instagram story earlier this year, she expressed delight at being called "anorexic" and "skinny" by her sisters.
"I'm really concerned, I don't think you're eating," Kendall Jenner said to her sister Kim in July. "You look so skinny."
However, Kim was seen reacting with joy at the comment, saying: "Oh my god, thank you!"
These past comments have led some critics to suggest Kim is simply following the lead of other celebrities who are currently championing body diversity - last month, singer Rihanna, for example, won praise for the line-up of models cast in her Savage x Fenty lingerie show at New York Fashion Week.
But despite the growing body positivity movement led by celebrities like Rihanna and Instagram stars such as Megan Crabbe (known as @bodyposipanda), a new study by the Australian Institute of Family Studies has revealed that more than half of 14-to-15-year-old girls are afraid of gaining weight.
Also from Business Insider South Africa