When Kim Kardashian West announced that she was going to give her little sis Kylie Jenner a little competition in the makeup biz, fans and beauty obsessives marked their calendars. The time is nigh, as the KKW line launches the first product, the Creme Contour & Highlight Kit ($48), this week.

According to Women’s Wear Daily, industry sources predict the reported stock of 300,000 kits will be gone in “less than five minutes.” That’ll be $14.4 million dollars (!!) in sales — all in the time it takes to apply a face of no-makeup makeup.

As fans anxiously await June 21 for the kits to go on sale, West is offering her 101 million followers glimpses of what they can expect from the first KKW Beauty product.

Available in four hues (light, medium, dark, deep dark), each comes with a dual-ended contour stick and a matte and shimmer highlight stick.

Noticeably absent? Lip kits. KKW is definitely focusing on the beauty trend that she made famous (ahem, contouring), and not stealing Jenner’s lipstick crown. “A lot of my stuff is going to be for skin,” Kardashian, 36, told WWD. “I am older than Kylie. We definitely have a different audience. We do have a lot of similar things — but we aren’t doing the same products, so we won’t run into that overlap. We’re really cautious of that. We work together to make sure that we don’t overlap like that.”

The website is up, but except for a millennial pink screen with the sale date and an email list signup, it doesn’t offer any more answers for anxious fans. Let the countdown continue….

Will you be vying for one of the coveted kits? Tell us how you plan to try and snatch one @BritandCo.

(h/t WWD; photo via Dipasupil/Getty)