Kim Kardashian has been the victim of a 'flour-bomb attack' - following in the footsteps of other high-profile figures who have had substances thrown at them.
The US reality TV star was doing interviews at her own perfume launch at a hotel in Hollywood when a woman reportedly emptied a whole bag of the white powder on her.
Police said paramedics were called to the hotel, but Kardashian refused medical treatment.
The woman who allegedly threw the flour was detained by hotel security and later released at the scene.
Police deputy Peter Gomez said the star told officers she did not want to press charges and a non-criminal battery report was taken.
He said she then returned to her room, removed the powder from her hair and clothing and returned to the event.
Kardashian told E! Online: "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," she added, laughing off the incident.
At this year's Oscars, comedian Sacha Baron Cohen, in his latest acting role as a dictator, spilt the fake ashes of ex-North Korean leader Kim Jong-il over presenter Ryan Seacrest on the red carpet .
In September 2005, Top Gear presenter Jeremy Clarkson was hit in the face with a custard pie as he picked up an honorary degree at Oxford Brookes University.
Earlier this year, French politician Francois Hollande was covered in flour in Paris when a protester jumped on stage during a speech.
Political victims in Britain include former PM Tony Blair - who, in May 2004, had condoms full of purple flour thrown at him in the House of Commons - and Peter Mandelson, who had custard thrown in his face.
Last August, a man was charged with assault for attacking Deputy Prime Minister Nick Clegg with blue paint in Glasgow.