Kim Kardashian has revealed that her makeup brand KKW Beauty will cease to exist starting in August 1.

Earlier this month, Kardashian, the namesake founder, announced that the brand will temporarily stop its operations in order to relaunch its “a completely new brand with new formulas.”

Earlier this year, Kardashian filed for divorce from her husband Kanye West. The move of rebranding the beauty brand comes months after this. Though the timing coincides, the Kardashian beauty brand claims that the rebranding has absolutely no connection with her divorce to West. Business of Fashion obtained a quote from a spokesperson for the brand stating that in regards to the overarching e-commerce platform branding was “Kim’s vision from the beginning.”

Mario Natarelli of branding agency MBLM commented on the rebranding. He says, “This form of brand evolution can help attract investors or scale a business or its offerings or simply elevate the brand’s perception beyond that of an individual. In the case of KKW Beauty, this brand evolution is likely a combination of legal and product changes that will likely stay inextricably linked with Kim herself.”

The reality star announced on July 6 that she will overhaul her KKW Beauty brand after shutting down the site, on August 1. She tweeted that she will be introducing “a completely new brand with new formulas that are more modern, innovative, and packaged in an elevated and sustainable new look.” The statement read, “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 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.”

 

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