Kim Kardashian West has announced that KKW Beauty will be temporarily shutting down beginning August 1, 2021.
Kardashian West took it to Instagram to make the announcement and noted that the brand would relaunch under new branding with new formulas and packaging as well as a new customer experience.
“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. On August 1st at midnight we will be shutting down the http://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,” Kardashian West said on Instagram.
“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. 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.”
The move to rebrand comes on the heels of Kardashian West’s divorce from Kanye West, leaving many to believe that the “W” in “KKW” would be dropped as part of the company’s rebranding efforts. Meanwhile, the effort to roll out new formulas that are more sustainable follows Coty Inc.’s move to give Kylie Cosmetics a complete makeover, rolling out all-new clean and vegan formulas just last week.
Coty Inc. originally inked a $200 million deal with Kim Kardashian’s KKW Beauty for a 20 percent stake in the company back in January 2021 with the expectation that KKW Beauty would expand into skincare and other categories in the fiscal year 2022.
In April this year, Kardashian West was declared a billionaire by Forbes, crediting her two most lucrative business ventures, KKW Beauty and Skims, in addition to her infamous reality show “Keeping Up With the Kardashians,” endorsement deals and various other smaller investments to her fortune.