The TV star promises a relaunch that will bring 'a completely new brand with new formulas that are more modern, innovative, and packaged in an elevated and sustainable new look.'
- Jul 7, 2021
AceShowbiz - It seems like Kim Kardashian is planning a brand makeover for her makeup brand KKW Beauty. On Tuesday, July 6, the "Keeping Up with the Kardashians" alum announced on social media that she would be "temporarily shutting down her beauty brand" ahead of a new relaunching.
"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," so Kim began her statement on Instagram Story. "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."
The mom of four shared that she's "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. 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." In the announcement, Kim also stated, "Thank you so much for being on this incredible journey with me, and I promise we won't be gone for too long."
The decision was made amid Kim's divorce from husband Kanye West, whom she has been married to for almost 7 years. She filed for divorce in February. In an episode of "Keeping Up with the Kardashians", Kim revealed that she decided to call it quits with the rapper due to their differing lifestyles.
Kim launched KKW Beauty in 2017 before selling 20 percent of her KKW Beauty company to Coty for $200 million. "I'm so proud of how the KKW brand has grown over the past four years, and I look forward to working with Coty for the next phase of innovation, advancement, and the ability to bring new launches to customers all around the world," she said in a press release earlier this year when the deal was finalized. "This relationship will allow me to lead the development of the creative elements that I specialize in, while benefiting from the incredible resources of an established company like Coty."
