Kim Kardashian is changing things up with her KKW Beauty brand, WWD reported.
The reality TV star-turned-entrepreneur revealed on Instagram that she is shutting down her cosmetics brand on Aug. 1 and will be rebranding.
“On August 1st at midnight we will be shutting down the KKWBeauty.com site so that we can come back to you under a completely new brand with new formulas that are more modern, innovative and packaged in an elevated and sustainable new look,” read a statement from Kardashian West. “I’m excited to continue to develop and expand my product range and for you to finally be able to experience it the way that I have always envisioned.”
A source close to Kardashian West and KKW Beauty confirmed that the she is not rebranding to drop the “W” from the brand’s name despite filing for divorce from Kanye West earlier this year.
View this post on Instagram
“Kim is still Kim Kardashian West and has not changed her legal name,” the source said. “The rebrand has been in the works for some time. Kanye actually helped Kim come up with the new name, the packaging, the formulas and even the shopping experience of being able to shop all categories in beauty and cosmetics under one brand, one website [which] has always been Kim’s vision from the beginning. She is incredibly excited about this next phase.”
The rebrand is part of Kardashian West’s deal with Coty Inc., which signed a licensing deal for $200 million for a 20 percent stake in KKW Beauty and Fragrance in June 2020. Through the deal, Kardashian West stated she would expand into other beauty categories, such as skin care, hair care, personal care products and nails.
Kardashian West has not yet revealed a date for the rebrand’s launch. All KKW Beauty products are now priced at 20 to 75 percent off on the website until Aug. 1.
Follow NEWS.am STYLE on Facebook, Twitter and Instagram
16:22, April 23
David Lynch presents ‘Room of Reflection’ installation at Salone del Mobile15:13, April 23
New details revealed about Marilyn Monroe's affair with Kennedy brothers, last day of her life14:17, April 23
Microsoft makes Leonardo da Vinci's Mona Lisa rap13:34, April 23
Christie's to auction designer Vivienne Westwood’s personal wardrobe12:30, April 23
Celine Dion opens up about her struggle with SPS11:54, April 23
Kanye West reveals which celebrity he and wife, Bianca Censori, are ready for threesome with11:18, April 23
Catherine Zeta-Jones' daughter celebrates 21st birthday in mom's dress from 25 years ago10:16, April 23
‘Dirty Dancing’ by Britney Spears22:32, April 22
Street style by Rihanna: Leopard print fur coat, leather miniskirt19:56, April 22
The Hamshen band Meluses will give a concert in Yerevan15:58, April 22
What to expect from Ladaniva on Eurovision stage? The band's first press conference in Armenia15:33, April 22
Pagani hypercar drives through flooded Dubai streets