The Kardashian-Jenner clan have long been infamous for their out-there PR stunts - and Kylie Jenner's latest antics have proved to be one of the more avant-garde and artistic.
The 23-year old star has covered her body in gold paint in a bid to raise the profile of her new range of cosmetics, being released to mark her upcoming birthday.
Kylie posed for her brand, Kylie Cosmetics, covered from neck to waist in gold paint, with matching gold earrings and warm-toned makeup.
Posting to her own Instagram page, Kylie seemed excited at the announcement, writing: "ahhh!!! my birthday is in 8 days!!!
"and of course i had to celebrate with another bday collection! 24K gold theme for my 24th birthday launching on August 10th.
"i can’t wait to reveal this collection tomorrow on my stories!!! STAY TUNED"
The young entrepreneur recently relaunched her brand.
She releases a new collection every year to celebrate her birthday, choosing a different concept every time.
Previous birthday collections have been inspired by the dollar bill in 2019 and leopard print in 2020, and have usually been accompanied by gorgeous photoshoots in keeping with the year's theme.
This year's theme, 24-karat gold for 24 years, seems particularly fitting given that the star's Leo season birthday falls in the middle of Olympic season.
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Kylie's previous limited edition collections are no longer available following the rebrand.
The current selection of products available is much smaller, with only lip kits, lip glosses, blushers, eyeliners and brow products available for the moment.
However, the 24k Birthday collection promises a whole host of new 'clean' and vegan products, including a new batch of Jenner's famous eyeshadow palettes.
Kylie's new collection launches on the 10th of August, the same day that the star turns 24, and according to the official Kylie Cosmetics Instagram account, will be available exclusively on the brand's website.
As her birthday approaches, Kylie has already amassed a number of impressive achievements.
At just 21, Forbes announced that she was the world's youngest self-made billionaire, although the title was later stripped away.
The star grew up in the public eye, having starred on her family's show Keeping Up With The Kardashians from a very young age.
Now she is a successful Instagram model known for her curvy figure and full, augmented lips.
She is also a business mogul, having founded Kylie Lip Kits in 2015, now known as Kylie Cosmetics.
Along with rapper and long-term boyfriend Travis Scott, Kylie is also a parent; she gave birth to three-year-old daughter Stormi Webster in 2018.