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Khroma Beauty to Become Kardashian Beauty

Boldface Licensing + Branding is changing the name to end the legal dispute brought on by Lee Tillett Inc., a company that sells a line called Kroma Makeup.

Kardashian Beauty items.

Boldface Licensing + Branding is changing the name of Khroma Beauty by Kourtney, Kim and Khloe Kardashian to Kardashian Beauty.

The name change is being made to end the legal dispute between Boldface, holder of the license for the Kardashian beauty brand, and Lee Tillett Inc., an Altamonte Springs, Fla.-based company that sells a line called Kroma Makeup. The latest development in the case was an appeal brought by Boldface to reverse U.S. District Court for the Central District of California Judge Audrey Collins’ decision issuing a preliminary injunction, which was immediately stayed upon appeal, blocking the manufacture, sale and marketing of Khroma Beauty by Kourtney, Kim and Khloe Kardashian.

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“Boldface, along with Kourtney, Kim and Khloe Kardashian, are looking to the future and see this change as a positive move forward,” said Nicole Ostoya, chief executive officer of Santa Monica, Calif.-based Boldface. “We’re confident that it’s not the name that matters to our fans, but the Kardashian sisters’ commitment to making this line a true reflection of their love for cosmetics.”

The line launched in October of last year at Ulta Beauty before a full rollout of 60 stockkeeping units across the eye, lip, face and nail categories in the first quarter of this year. As of March, the brand was headed to more than 5,000 doors, including Duane Reade, CVS, Sears and H-E-B.

Boldface is selling through its current stock of products under the original name. Kardashian Beauty will hit shelves in three to four weeks.

Boldface has paid an advance of $1 million to the Kardashian sisters, according to filings with the Securities and Exchange Commission. The filings also reveal Boldface has agreed to pay minimum royalties to them of roughly $4.7 million to $5.2 million. The licensing agreement with the Kardashian sisters runs through Nov. 30, 2016.