Los Angeles: Reality TV star Kim Kardashian was left humiliated when she was attacked with flour on the red carpet at her own perfume launch. (Agencies)
The 31-year-old was promoting her new fragrance 'True Refection' when an unidentified woman threw white powder on her.
Dressed in a black blazer, leather trousers and an electric blue blouse, Kim's hair and entire back were covered by what firefighters later found to be flour, reported E! online.
The security guards took her to a private room where she brushed herself down before choosing to return to the event.
"That probably is the craziest, unexpected, weird thing that ever happened to me. Like I said to my makeup artist, I wanted more powder and that's a whole lot of translucent powder right there," Kim said.
But little sister Khloe, 27, does not find the incident quite so funny.
"I wish I was with my sister tonight. I bet you that woman wouldn't have dared tried a thing," she tweeted.
The woman tried to flee but was held by Kim's press officer. Los Angeles police have confirmed Kim declined to press charges but a non-criminal battery report was still filed before she was released.
Kim's best friend Jonathan Cheban almost fell victim to a similar fate when someone tried to flour him in the face as he walked with Kim in New York last December.
Referring to Kim's estranged husband Kris Humphries, who she filed for divorce from after just 72 days of marriage in October - the person is said to have shouted, "This is for Kris Humphries."
The basketball player had denied any involvement.
Los Angeles: Reality TV star Kim Kardashian was left humiliated when she was attacked with flour on the red carpet at her own perfume launch.