Kim Kardashian is "laughing off" her flour-bomb incident.

The 31-year-old beauty was hit by a mysterious white powder - later discovered to be cooking flour - while promoting her new perfume at The London Hotel in West Hollywood last night, and while she had to be ushered into a room to clean herself, she admits she is not upset.

"I'm fine. You have to laugh it off! I brushed off and came right back out," she told E! News. Kim also confirmed she would not be pressing any charges over the incident.

Although the People for Ethical Treatment for Animals (PETA) are best known for their flour-bomb attacks on fur wearers, the campaign group have denied any involvement - although say they hope she can learn something from it.

"PETA has tried everything from polite letters to public protests, but Kim Kardashian has not been moved by the news that animals are beaten, electrocuted, and even skinned alive for real fur garments. Whoever threw that flour may reach her when our polite appeals did not," a representative told TMZ.