Reality TV star Kim Kardashian was attacked with white powder in the lobby of a West Hollywood hotel at the launch of her perfume, True Reflection.
Kim arrived at the event looking pristine in an electric blue top, leather trousers and a black blazer.
As she was walking down the red carpet she was pelted with the white powder from behind, covering her back and long, dark hair.
She was rushed off the red carpet and taken to a private room where she removed the jacket and brushed the powder out of her hair, before returning to the event, according to TMZ.com.
After she returned to the red carpet she laughed the incident off and even made a joke about it.
She told E! Online: "I told my make-up artist I needed a little bit more powder. Luckily she didn't get me too bad."
The fire department examined the powder and established it was cooking flour, according to the website.
Her sisters Kourtney and Khloe have since taken to Twitter to voice their opinions about the incident.