Pin It
KKW Beauty Kim Kardashian
via Instagram @kkwbeauty

Kim Kardashian is temporarily shutting down KKW Beauty


TextHannah Bertolino

Fans are speculating that she's dropping the 'W' from the brand name amid her divorce from Kanye West

Yesterday (July 6), Kim Kardashian announced that her KKW Beauty empire is temporarily shutting down, in preparation for a complete rebrand. 

According to a statement from Kim Kardashian on Instagram, KKW Beauty will close down August 1 at midnight, with the site’s entire stock of products going on sale before then. In the post, the reality TV star and beauty tycoon explains that the company will “come back to you under an entirely new brand with new formulas that are more modern, innovative, and packaged under a sustainable new look.” 

“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,” continued Kardashian. 

While the reasoning behind the rebrand remains unclear, some fans are speculating that Kim is dropping the ‘W’ from her brand’s name – which stands for her surname ‘West’ from her former marriage to Kanye West – following their divorce in January. Perhaps KK Beauty is on the horizon? On social media, however, the Kardashian has continued using Kim Kardashian West as her full name. 

Otherwise, last month Kim’s sister and fellow beauty brand founder, Kylie Jenner, shut down her brand Kylie Cosmetics for “a little makeover”. The site will reopen July 15 with new branding and products, as well as an all-vegan range of reformulated lip kits. 

As stated in Forbes, the two companies’ mirroring rebrands may have to do with legal issues with former manufacturing company Seed Beauty, who filed a lawsuit against Kylie Cosmetics’ majority owner Coty Beauty last month. According to the complaint, Kylie Cosmetics exposed Seed Beauty’s confidential trade secrets to Coty, which owns multiple other beauty brands including Burberry, Gucci Beauty, and Rimmel

Now, Seed Beauty seems to be suing KKW Beauty in protection of their trade secrets, anticipating Coty will purchase Kim’s beauty brand, as well. 

In other KKW news, last March, Kardashian filed to trademark SKKN by Kim across skincare, hair, nails, perfume, and candle categories – prompting fans to anticipate the addition of a new skincare line to Kim’s beauty empire. While the products are yet to materialise, we’re hoping they make an appearance in the rebrand.

Read Kim Kardashian’s full statement on KKW Beauty below.

Read Next
Rico Nasty
How Rico Nasty crafted her avant-emo look Beauty Feature
Gucci lips
Thomas de Kluyver’s 6 top tips for achieving the perfect Gucci lips Beauty Feature
Bella Hadid marc jacobs
The cyber-cyborgian baldies at Marc Jacobs AW22 reflected the mood Backstage
PFWM_MowalolaSS23_Dazed_CrisFragkou_20
Mowalola’s SS23 make-up proves the graphic smokey eye is still hot Backstage
dazed Schwarzkopf
The Head to Head event was an action-packed glimpse into the future of hair What Went Down
Vivienne Westwood AW19
Where’s the sustainable beauty at fashion week? Beauty Feature
Marc Jacobs Pride
Marc Jacobs would like you to sniff the gay rainbow Beauty news
LA Confidential
Why people are getting their nose jobs reversed Beauty Feature
Isamaya
ISAMAYA is opening a pop-up in London and you could be the first in Beauty news
leodazed
Make-up artist Leo Chaparro’s bold beauty looks will captivate you Spotlight
Tommy cash Michele Lamy rick Owens
Tommy Cash just went full Lady Godiva at the Rick Owens show Beauty news
a76f10cda26ee2f7c65c0a9bf04dd0ef
The radical history of the queer fat liberation movement Beauty Feature
247974600_620027295846887_6789995735621464353_n
Be gay, read books: Aesop’s free Queer Library is back Beauty news
Perfect workout
The rise of FHA: how workout culture is costing women their periods Beauty Feature
Collage Maker-21-Jun-2022-02.09-PM
Reviewing the best (and worst) curly hair shampoos and conditioners Tried and Tested
lydia deetz hair
Can we talk about Beetlejuice bangs? Beauty news