KKW Beauty prepares for closure

Earlier this month, Kylie Jenner announced she was completely relaunching her beauty brand, and now it seems sister Kim Kardashian West is following suit, having just revealed that her own brand, KKW Beauty, is temporarily shutting down in preparation for a complete brand makeover.

The reality TV star turned entrepreneur released a statement on KKW Beauty’s Instagram page, with details of the closure.

“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,” she said. “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.”

According to a source close to Kardashian West and in response to fan speculation, she will not be rebranding to remove the ‘W’ from the brand’s name, despite filing for divorce from husband, Kanye West, earlier this year.

“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 brand overhaul is part of Kardashian West’s deal with Coty Inc., who signed a licensing deal for a 20% stake in KKW Beauty and Fragrance last year. As part of the deal, the brand will be expanding into other beauty categories, such as hair care, personal care products, skincare and nails.

The relaunch does not yet have a date, but all KKW Beauty products are now priced at 20 to 75% off on the website until August 1.