The DOWNFALL of Kim Kardashian’s beauty empire…(her new brand is messy)
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- čas přidán 3. 02. 2024
- Kim Kardashian launched her new makeup brand SKKN last month and so far things aren't looking good. Let's take a deep dive into the past and explore what went from with her first ever beauty lines and discuss whether or not we think SKKN will meet the same fate?
[CREDITS]
[Music] www.purple-planet.com
[Music] Kevin Macleod
SOURCES:
fashionista.com/2018/08/faile...
cosmeticsbusiness.com/seed-be...
cosmeticsbusiness.com/khroma-...
cosmeticsbusiness.com/kim-kar... - Zábava
Mikayla is the last person we need a review from 💀💀
Exactly. I was like thank god I know her opinion 😅😂
No thank you. She sold out. Jeffree Star is the only one we can trust. 😂
I blocked her on tiktok because i’m so tired of “ THIS JUST CHANGED THE BEAUTY INDUSTRY “ and it’s another liquid blush .. 😂
@@KailiriaJefree Star??? We need to do better
@@Kailiriaexactly! He's the king of honest reviews
I don’t understand how anyone is buying new pallets so often. I still have a big one from four years ago that is still in great shape.
Ikr I still haven’t hit pan on my urban decay 2 from freaking 2017
When I first got into make up in 2018, I bought hundreds to this day I probably have about 400 pallets in the last year and a half. I haven’t hardly bought anything except of course for all the new Plouise nude palettes and some of the new Natasha DeNona, Huda beauty ones and of course I bought this one when I first got into it I was like a kid and a candy store. I bought everything and now I only buy the stuff that I know I will use gone are the days I buy a pallet for two shades, knowing I’m not gonna use the other 20.😂
@@hyates9653 I bought that one first came out. I don’t even think I’ve used it yet.
Right? It feels like Make Up is becoming like fast fashion
As a goth/emo dude, I have a few but good whole palettes and those are years old
They stay in great condition, if we clean them properly
THIS! & Honestly, I feel like since the "clean girl" makeup took over, I don't even wear eye shadow anymore. I just do a liner w/lashes and roll out. I condensed my eye shadow collection down to one... and I don't even use it.
Supporting the kardashian clan in 2024 is wild
Yah, that is what I am confused about but then again, celebrity culture is powerful amongst certain demographics.
They are so overrated
I swear 😂😂😂🤦🏾♀️
Waste of money.
Klan
Honestly if you are going to already pay $50 for a pallete you might as well pay a bit more and get a Natasha Denona midi pallete. That is the type of packaging I'd be expecting for that price range.
And if not, buy colorpop cause that’s Seed beauty’s retails line
EXACTLY !!!! their formula is one of a kind.
FACTS
For less than $50 I would just go splurge on a palette from Flower Knows, or anything product in general from the brand. Their packaging is really intricate and fancy. Plus their makeup is high quality, super pretty, and they have pretty shimmer eyeshadows.
Completely agree. I’m even cheaper. I wait until the ND goes on sale.
I feel like now a days people are more conscious about their spending and affordable brands are better than high end. It doesnt make sense to spend $40-$50 on a neutral color palette when Elf and Colourpops are less than $15 and are better quality.
This!
Yep!
These days it doesn’t even makes sense to start a makeup brand. Every thing looks the same
I didn't even know her makeup line went away. Thankfully, I pay no attention to this family and don't support their businesses or follow them online. This popped up on my recommended videos.
I will pay more for a good quality product, BUT when I say "good" I mean excellent, I mean ABH, Benefit, MAC or Lancome, not "Kim Kardashan crap brand n.125". I have to pay for top quality because my oily skin flushes away everything else, but if I had a normal skin I wouldn't even pay more than 10 euros for all the 3 things I put on my face lol
Forget buying a lip liner for $17 much less $22 when ELF just dropped bomb AF lip liners for $2!!!!!
Elf is also a vegan and cruelty free brand. We don’t need to make animals suffer in today’s day and age. That alone is a win for ELF along with the price.
@@celestialstar8115 period!!
People sleep on ELF their CC Camo Foundation is so full coverage I take them over U.D. any day and their sparkling rose lip plumping gloss for 8 bucks chefs 💋
@@katym274 I'm going to have to try it out!!
Really?? I am grateful you said that--- thank you so much, my friend!!❤❤❤
for that price... i rather get a huda beauty pallet. the packaging is always super nice and has more colors and shimmers. but then again. Kim's pallet looks like her house, 50 shade of beige
I have all the pallets from huda and trust me they’re much better
The Kardashians are not the clowns... their customers are... they (buyers) deserve everything they face
Right !!
Exactly!! Like if I was them and knew I’ll always have dumbasses that’ll buy my useless crap no matter what I do and how crappy the products are, I’d do that too, at this point is it really my fault or theirs for not thinking about what happened before and how unlikely my crappy products are going to be less crappy
Both clowns
And they KEEP supporting and then crying about it😂
Yup
It’s weird to see their three original faces lol
It's a funny line but in reality, they don't look that different.
Kourtney look the same
Kourtney had surgeries as well 😅
@@dearbrave4183nah kylie looks so diff fym 😭😭😭
lol ikr
Ever since we learned Kylie was using the same lab as Colourpop I’ve never thought twice about her stuff or Kim’s. Affordable brands are good enough it doesn’t make sense to buy more expensive makeup just because a celeb or influencer is the face of a brand.
All makeup come from the same lab manufacturers, whether it's China South Korea or elsewhere, brands just go in and pick from formulas they're already offering and then adapt it to their specific brand
@@CobraDove1111 same lab yes same formula I don't think so. Since Coty jour Kylie cosmetics the quality is way better but no one cares anymore
Once Mikeyla gets on that PR, "I LOVE IT ITS AMAZING!"
Money talk 😂
Lmao
KIM KAHHDAAAAASHEEEANNN
KIM KARDASHEEAN!!
THAT'S EXACTLY WHAT WILL HAPPEN 🙄🤦🏼♀️💯
Mikayla saying that the palette is "ColorPop" level is kinda hilarious, because it's well known that Kylie Cosmetics products is made by the exact same manufacturer as ColorPop products. I wouldn't be shocked if Kim decided to use the same manufacturer. Also Mikayla talking a lil bit of smack on ColorPop is extremely hilarious seeing as she JUST did a promo video for ColorPop!
Exactly she literally just did Colourpop Valentine's promo 🤦♀️🤦♀️🤦♀️🤦♀️🗑
It was made by seed beauty which uses the same lab as color pop but not anymore. It’s owned by Coty and seed beauty sued to keep Coty from having acccess to their formulas. It’s now a new formula made by Coty which is NOT using the same lab as colourpop
Colourpop owns their own lab
Yep. It is operated under seed beauty. Seed beauty=colourpop. They make their own stuff and a lot of other brands too but not Kylie anymore. The Coty formula sucks
@@ccl6192 Thank you for informing me, I was unaware of the legal battle between Coty and Seed Beauty! Maybe that's why ppl say Kylie's quality has gone way down, lol. Though I wonder if Kim also is going with Coty or if she'll try and use Seed Beauty?
Kardashians/Jenners are the QUEEN of scamming 😂
With shit products
She’s messy. Everybody talks about how they want to cancel her, but no one has the balls to do it. It speaks volumes for the people that still support her after the Balenciaga stuff. Makes you raise an eyebrow at those kinds of people.
She's cancelling herself for selling crap. 🤷🏻♀️
KK Gate is always messy
why is it always gate.....
Easily the worst K.K. Slider song.
@@takara-mo9dx They want to make everything a scandal
@@gothikvntlove your comment!
@@takara-mo9dxbecause of the Nixon Watergate scandal, so "gate" gets tacked onto the end of a name for a scandal that can be career ending or criminal.
No one wants their crap. Period.
Im sure that they will make money of this
A lot of people do. That's how they became millionaires and billionaires
@reverie2185 lol they're not billionaires.
@@reverie2185you
Is Mario gonna sue Kim for basically plagiarizing his palette?? 😂😂😂
He should!
I dont think so considering the colour story has been made by a lot of brands before and the fact that they have been friends for years
That's not how intellectual property laws work for make up and fashion. If I had the capital, I could open a company called WeDupe and copy famous make up pallets as closely as possible, even work with the same manufacturers and buy up very similar packaging, but as long as I replaced "Mac" or "KKW" or whatever with "WeDupe," there's nothing the copied company can do about it.
Shady 💀
@paigeh1670 ah I see. I was just being sarcastic with that comment. Now that I think about it, there is a company called copycat makeup that copies all the popular makeup brands and sells it for cheaper. So basically any dupe items would be protected from intellectual property law then.
If I'm spending 50 dollars on a pallete it's not gonna be on Kim Kardashian!
this is RICH coming from someone who said that people don't want to work anymore!! Literally no effort.
I mean you cant say kim doesnt work. The bitch never stops working. Shes always doing something. And tbh, shes right. I dont know one person thats happy to go to work. Theres tons of people cheating the system and getting government funds so they can stay home. Shes onto something. 🤷🏻♂️
Sephora is filled with dazzling array of primo cosmetics, beautifully packaged. The market is saturated. Who needs this mediocre ( but overpriced) KK crap? It's just landfill.
why do people keep giving money to these people c'monnnn
I'd rather buy Elf. Especially now since they entered their dupe era, so I feel like I can always find something comparable or the same at Elf.
An era lol? they’ve been doing that for quite a few years now lol. 😅
@@AyyoShyGurlTv Really? I only heard about it since they started duping Charlotte Tilbury and Milk.
I’m sure people will try it but I do think less people fall for expensive celebrity brands now that drugstore brands are really getting the recognition they deserve. She’ll probably have a few hits in the collection but no one’s going to keep rebuying her lipliners for major $$$ when you can get nyx ones for like $6
Or Korean beauty
Drugstore is where its atttttt
Yall remember the video Kim did showing how to use the cream contour where she was clearly wearing a full face if makeup before applying anything? And the geavy filter?
lol omg I forgot about that
Yup 😂
Why do they keep making new brands? Like just make something good and stick to it. The cash grabs are crazy.
I will never buy or own any Kadashian’s products brand. They products are just chaotic as their life style. I don’t mind splurging on high end products that’s are worth every penny rather than the Kadashian’s products which is only emphasis on making good profit rather than good quality products.
The fact that the sisters are up against each other just tells what kind of family this is.
Lipliners from Moira Beauty are one of the best lip liners. The price range is $6-$8.50 better than most high-end brands, if not better 😊
0:57 seeing that picture of the sisters makes me realize how much Khloe has transformed her face. She seriously looked like and was built like China the wrestler back in the day.
I'm too poor to afford anything Kardashian, so here I am just enjoying Kardashian tea for free..thanks Tea Spill! 🤣
Even if I am filthy rich, I wouldn't buy any of their products...
It’s like kindergarten, my sister has a beauty line, I wanna have one too…😩 she’s getting more rich, I want too! People don’t understand that they don’t care about you folks, they just try to find ways to get your money so they can grow their millions! Why do they all have to have the same thing?!
Kim is the grossest in the jealousy dept.
This family just wanna build their own empire without caring about quality, labor issues, etc. Its all just compiling money, fame, luxury, and being wasteful. Pretentious from end to end.
I still have a 10+years old customized mac eyeshadow palette with all those"daily"tones and some more bold that i need...people dont need to fall in every trend,its wasting money and in the end of the stay it collects dust on your shelf(speaking for the most of us,not if you maybe a fulltime makeupartist for example)i sanitize the pallete every 3-6 months,its really what i need when it comes to eyeshadows🤷♀️
I didn't know you can still use them after 10 yrs !!!
How do u sanitize the palettes if u would share please
I honestly forgot she had a make up brand. The products where very boring and expensive for the amount of product. Kim is also real bad at naming brands. Skin care called skin and we all rember kimono.
I’m so over Kim’s bland packaging. It’s so ugly. I mean I’m all for minimalism but good grief there’s nothing wrong with color
Never forgot how North cooked her on her house. " WHO LIVES LIKE THIS ?? "
The fact that you see the influencers old palettes looking untouched is a reason why theses PR packages videos can't be trusted
NO WAY YOU JUST POSTED MY COMMENT WTFFFF IM CRYING MOMMA I MADE IT 🤣 13:47
Thats so funny
Can everyone please tell me how it's good marketing to use a lip liner on some super crusty lips, that you already put other product on. Like I don't want my lips to look crusted and busted.
RIGHT!? I was cringing so HARD😭
Yes them lips needed chapstick bad or moisturizer
Yes her lips are sooo chapped.
Me over here listening to this while I do my hair with my old Kardashian flat iron because it was the cheapest and thinnest available at Target when my wet to straight broke in highschool 😂😂
I dont get why people don’t learn from this family? They try to get stuff cheaply made to give them the most money, even kylie stole the lip design idea. They aren’t original they just think of money and then when it doesn’t go there way they go onto the next idea to do the same thing but diff item
She couldn't be so clueless to think creating a palette identical to her personal makeup artists was a good idea lol
Being that Mario is her makeup artist, which brand do you think she actually uses more? Her own or Mario’s?
Mario’s
Mario's of course Kim will use
Funny how Kylie was gapping Kim with her makeup, but when it comes to SKIMS vs KHY, there’s no comparison
Khy leather looks like it is from Primark but just extremely overpriced. Does she think it is a luxury brand or what
Doesn’t she understand nobody wants to buy their crap ?? 🤣 It’s way too expensive
Makeup is not as trendy as it used to be in 2018. With global inflatiom and serious shift in world politics everything is not as light as it used to be. I would say now today's customers are more smart, intelligent and do care for where they invest their hard owned money in.
Why would you want lipsticks that make your lips look so wrinkly and dry?
I don’t understand it! No hate I just have wondered for almost a decade why she wants matte lips 24/7 🙄
@@Mydogdoesntlikeyouare matte lipsticks bad?
@@Fudu-yd7vr well Kim’s lips always look dry so🤷♀️ I’ve never liked them personally
@@Fudu-yd7vr A common issue with matte lip products is how drying the formulas are. They are kinda hard to get right.
@@Mydogdoesntlikeyou I always wear matte lipsticks cus they don’t dry off but I use drugstore (the matte ones that stay btw)
However I wouldn’t buy her products
Not gonna lie when I was big into tanning I managed a salon, and we had alllll of the kardashian tanning lotion. All of their lotions worked AMAZING and their double dip cocktail tan lotion was my favorite. It was the first kardashian product I ever supported! lol
I’ve stopped tanning years ago but when it was a big thing, that lotion was IT.
if you’re willing to spend fifty on THAT spend 65 on huda and get more colors, at least three formulas, bomb packages, glitters, shimmers AND metallics
. completely worth it.
GURL. When Patrick held up hers and the Mario pallet my mouth fell open. 😮😮 Even the middle row is the same just moved around. I don’t know if she has spoken to Mario about this… but if not? I would be PISSED if I was him…
That's what they do. They can't come up with there own ideas so they steal others. She hasn't had an idea sense YE left.😂😂😂😂😂
No I think he just wants to help his wife. He did the same for kim. When others designers ask to work with him he said he couldn't because all his thoughts and designs are for his wife kim at the time. Its just YE.
Mario was the one who used to do her makeup 😮😭
Ugh - they are both matte neutral pallette - that's it - they are a dime a dozen -and it's is actually much cooler in tone. Both kims and Mario's are also similar to urban decay naked 2 basics, it's also similar to jouer's matte neutral pallette, it's also similar to like billion Color pop neutral matte palettes, also similar Patrick Tas matte neutrals, they are both similar visisart matte neutrals - the list goes on and on and on and on...
@@user-gg3os5dj5g Which is why I Was thinking like maybe they’ve talked, Maybe he was like “trust me. These are the colours that everybody is using right now, don’t deviate from it. It’s my best selling pallet” I don’t know… It feels like a reach, but I’m trying? 😂😅
I guarantee if Kim would've paid Mikayla it would've been a wayyy different review lol
IMO, she missed the mark by not creating a hypoallergenic makeup line, since she suffers from sensitive skin issues
Coz her "sensitivite skin issue" is just made up, that's why.
Totes, all we really have is Almay. Evil people don’t waste time helping other humans. 😢
The Makeup By Mario eyeshadow palettes are also very expensive.
Youre right. I just looked it up, theres one thats $68 and the one they compared the Skin one to is $50.
they dont need anymore money. literally everything they do is desperate cash grabs.
I feel like celebrities nowadays are just banking on their fans being mega-collectors of everything and anything they put out, and just mindlessly buy whatever has their name on it. And while also not even checking if it's a similar product that someone else released...
I bet Coty is now kicking themselves for buying half of those two brands 😂😂
Thank you for explaining the whole lawsuit regarding Seed Beauty. Many people don't or didn't ever understand that whole scenario.
The karjenners are scammers. Period!!! From day one.
I don’t get why people are so OBSESSED with Kardashians…
Never felt this much excitement from seeing this many variations of slightly different shades of brown
Watch Kim’s mom Kris buy most of the inventory and tell her “you did it Kim!” 😂
lol good one😂😂😂😂
Is it just me or do Kim’s lips look super dry when she’s putting on the lip liners and lipstick?
For me, imo this is not a rebrand, this is makeupbymario with another name. The same formula, same colours, nothing new, overpriced as always🤭
why would anyone buy anything from these creatures is beyond me.
Not creatures!😂😂😂
Rebrands are supposed to be BETTER. When I rebranded my company to CONSTANCE BEAUTY I went for the highest quality packaging. No cardboard no cheap nothing, especially the application wands!!
Another matte beige palette in a beige tray w beige packaging. Kool.
I like that it doesn’t have a theme. Theme palates are tacky af
Kim needs to stop with the filters. When people see an actual REAL PHOTO of her or Kylie, they’re like “omg! Who is that?!” Out here selling beauty and THEY don’t even look like that 😂🤦♀️
That's a nice way of saying it because when I saw kim without the app I said what the f😂😂😂😂😂 its bad
I think fans will buy it (and keep buying it) but people who normally use makeup will (maybe) try it once and then that's it? It just looks like something you might already have (or can get a heaaaps cheaper version/dupe) etc of in your makeup bundle. If I was told that this wasn't from Kim and that it was a new collection released by Colourpop I'd believe it 😳
we need to stop giving this kardashian-jenner family attention
But here we are watching videos that even tho they talk negatively about them is always giving them free publicity. The Kar Jenner's always thrive with negative publicity .
Smartest thing I've heard all day. That would be so nice.
If she had come out with an affordable collection rather than overcharging, I think she would’ve had a lot of support
I agree. If Kim launched an affordable brand with pricing similar to elf or NYX's pricing it would be better. It's not believable that people who love makeup but don't like the Kardashians will buy lipliners for $22
Except she'd never do that because she's out of touch and only cares about money.
we are so over these unnecessary kardashian brands like… STOP IT
i hate beige lipsticks so much like why it's not flattering on anyone no matter what ur skintone is
hate a lipstick that u cant use without a lip liner. like whats the point
Same, they somehow look dead or pale or sick in real life.
I thought it was just me that these would look horrible on me
Same
it’s just laughable to me that people actually think any of these scammers do their own makeup or hair themselves. it’s always other actual artists while they just sit there on their phones, so this has always been just a cash grab as usual.
also, i always thought naming a brand after yourself was so cringey and narcissistic.
RIGHT!? and they're out there selling and reviewing their own "skin care products" while in reality they're paying $450 for a facial, but there are still people who trust them and would buy their product, it's crazy😂
@@unbeatabelseriously but at this point the fans and companies that put these garbage people on the pedestal are to blame just as much. what’s even crazier is that these “influencers” inject and replace themselves with plastic, call themselves “natural” and then have the gall to peddle products to idiots who think they’ll look just like them if they buy their products. social media and everything that came with it are the worst things to happen to us as a society.
@@unbeatabelsomeone deleted my reply to your comment. looks like i got too real for yt 😂
kim's entire personality is 50 shades of beige
😂😂
Haha!
Facts😂
Seeing as Mario IS her MUA.. I'd rather use his brand than hers... I have a few of his pallets and they are *chefs kiss* ... thanks, but nah... I still have my KKW lipsticks.. I loved them tho...
Her lipsticks are amazing!!
I wanna know why people keep giving the Kardashians their hard earned money.
This is my first time hearing about Khroma and Kardashian Beauty. I thought that KKW was the first.
I wanna sue people who will buy this
Same. Wanna start a class action lawsuit?
@@SnozBerryQueen I’ll join
Where do I sign up?
PLEASE!! Talk about the Nicki and Megan feud! I need to know the details… 😩
"Kim's look is minimalist" say what now? LOL! Nah, she's just neutral and basic, but there's nothing minimal about her makeup.
Seriously. White n beige
I have never owned any Kardashian products. Proud to stay I still won't lol.
Man, I miss Stephanie Nicole. We need her style of reviews and research now more than ever! 😮💨
I thought the trend was over a while ago. I guess not. VOTE WITH YOUR MONEY!!!!
I’ve only bought one Kardashian product and it was her contour and highlight stick. I was so offended by the size to price ratio, cheap packaging, long expensive shipping and it performed terribly. After that one product I refused to ever buy anything of theirs again or give them any support on social media. This was around 2018 and I can confirm I’ve stuck to my guns.
Miss Stephanie Nicole! She needs to come back to CZcams
I don't like the Kardashions or any of their business ventures so they can stuff their cosmetics lol
I know most people hate Jeffree but he has a nude pallete with a TON of nude colors for like 50 USD and this... pallet costs that!?!?!? It's way too expensive for what it is.
Morphed has MANY for usually under 30$ I believe!
I love Jeffree and his pallets are amazing!
@marieneu264 they are pretty good! Solid color payoff and they blend amazingly.
His quality is amazing tbh… people need to admit that Jeffree Star makes quality and reasonable prices
I bought one of the KKW eyeshadow palettes when Ulta had them on clearance. It had more of a burgundy/rose gold theme. It’s actually very good eyeshadow, even though the packaging was pretty cheap looking. The quality was just as nice as my expensive eyeshadow palettes (PMG, Natasha Denona, Viseart etc) I was pretty surprised, as she got dragged all over social media for poor quality.
I would have paid like $30 for that palette but not the $50 they wanted, because of the low grade packaging. I think I had paid $15 for it on sale, a great deal. I still use this palette, the shadows are still lovely and pigmented. I have no plans to buy from her new line though, as I have everything I need at this point. I would probably buy from Makeup by Mario before Skkn; I feel she’s copying Makeup by Mario, it’s annoying.
I thought the girl at the beginning with the bangs was Kylie before cosmetic surgery 😂
Meee toooooo
SAME 😭😭
lmao you said what we were all thinking
It wasn’t??
Kylie’s success in 2016 lit a fire under Kim’s ass to grab as much money as possible 😂 love them
The KKW mascara was the best mascara that I’ve ever used. Mascara is very personal to each person. For me it worked better than any other I’ve tried.
I loved her mascara!! I bought the new lip liners and lipsticks and they're SO good.
good god those bronzer arm swatches were so painful to watch
i will admit the kk beauty body foundation was great for my psoriasis which is what she designed it for!
Waiting for elf to step in and make it better
They already have small pallets of brown and beige. Berry something
@@randomlyswatching9481 hopefully they will come out with her lipstick and pencils
You forgot about the whole jackie aina kim k controversy, where kim shaded jackie for being honest while black 💀💀
It’s 2024 can we please stop these influencers and their products and scams
I’m over them
honestly I think she'd find success if she markets her products more towards moms/older women. Working moms that don't have time to put on a full beat and throw makeup in their car while waiting for their kids at the carpool line. Maybe even a line of makeup that's also kid friendly since kids at makeup stores are a big discussion. They're often overlooked in the market but I think if she revises her old makeup tools to be more easy to use she could really dominate where only brands like clinique and it cosmetics have focused on.
She can’t relate to those kinds of people tho. She’s a full glam kind of person who has a makeup team on stand for just random days. She’s not a 10-minute makeup for the school run mum.
She has no idea about everyday working mums/people.
@@carinaadams6797 she absolutely doesn’t but she knows a lot of people/can market it like crazy. Especially since a lot of people that grew up with KUWTK are now moms and older women.
While I understand she likes neutrals, no pinks/reds for lip products is a huge missed opportunity. This launch feels like her brand is just merch for her fans instead of being a real brand for makeup lovers.
Right you need at least a mauve or purply color.
Kim using the colors Mario didn’t want 🤣
I just want to know if everyone is complaining about their products and don’t want to buy them
Who the hell is? How are they making money ???????
George Soros.
When it comes to the kardashians brands, whether it be skims, swimwear, makeup or any other venture theyve created, before even the RELEASE it is expected that customers will be met with high quality products. Not just due to price point, but if someone THAT big snd popular is launching a product, people dont think its going to be some cheap stuff. Its not like the kardashians cant afford high quality created snd new products. Yet they consistently fall short in MANY sections.
girl, love your videos, but if i may give unsolicited advice: when you put other videos in, the volume is a bit too low in comparison with your voiceover.