Kim Kardashian has made a name for herself in the beauty industry ever since she launched her own brand KKW Beauty back in 2017.

However, the mogul recently took to her social media platforms to announce she would be “shutting down” KKW Beauty – but it’s only temporary.

In fact, there’s a bigger story behind the move – it’s set to become a “completely new brand” in the coming months.

In a statement she issued on social media, she reflected upon where her brand began four years ago, with her signature contour kits.

“To our loyal customers, it all started with a contour kit and expanded to eyes, lips, body, and many incredible collections over the past four years,” she said.

She went on to explain that next month she will be shutting down the brand’s website, with an “elevated and sustainable new look”.

“On August 1st at midnight, we will be shutting down the 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,” Kardashian said.


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“In addition, my team is hard at work to improve the customer shopping experience where you will be able to purchase my beauty and cosmetic offerings in all categories from one single website.”

Kardashian also promised her fans that the brand’s won’t be “for too long”.

There was speculation the rebrand was due to Kardashian’s split from her husband Kanye West, with whom she has four children. However, TMZ reported that despite the split she has no plans to change her name nor change the name of KKW Beauty.

While details of the rebrand haven’t been confirmed, it’s likely to be similar to her younger sister Kylie Jenner’s rebrand of Kylie Cosmetics. Jenner revealed earlier this week Kylie Cosmetics is going to be a fully vegan and clean brand, rebranding its products will all-new formulas which will be cruelty-free and better for the planet.

Given that Coty Inc., an American multinational beauty company, is part-owners of both Kylie Cosmetics and KKW Beauty, it’s safe to presume Kardashian’s relaunch will be similar to her younger sister’s brand.

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Images: Instagram @kimkardashian