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
15:11, March 28
Martin Scorsese to host, produce 'Saints' for Fox Nation14:10, March 28
Karl Lagerfeld's futuristic Paris apartment sells for $10.8M13:30, March 28
Odell Beckham Jr. breaks up with Kim Kardashian because of her desire to start family with him12:55, March 28
Julia Roberts to star in thriller directed by Luca Guadagnino12:13, March 28
Michael Jackson's 3 kids hit red carpet in honor of late father11:17, March 28
Kim Kardashian is sued over furniture10:29, March 28
Britney Spears losing weight, continues posting her naked photos23:15, March 27
The Italian model is so beautiful that many are sure that she is too good to be real22:17, March 27
Scottish producer uses artificial intelligence to create rare whiskey for $50,00021:02, March 27
Monaco to host 5th Superyacht Chef Competition19:20, March 27
Wooden panel made famous by movie ‘Titanic’ sells for more than $700,000 at auction16:20, March 27
Kris Jenner promises to give grandson car for 16th birthday if he doesn't drink, use drugs