Kim Kardashian

Kim Kardashian is changing things up with her KKW Beauty brand.

The reality TV star-turned-entrepreneur revealed on Instagram on Tuesday that she is shutting down her cosmetics brand on Aug. 1 and will be rebranding.

“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,” read a statement from Kardashian West. “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.”

A source close to Kardashian West and KKW Beauty confirmed that the she is not rebranding to drop the “W” from the brand’s name despite filing for divorce from Kanye West earlier this year.

“Kim is still Kim Kardashian West and has not changed her legal name,” the source said. “The rebrand has been in the works for some time. Kanye actually helped Kim come up with the new name and the packaging. The innovative formulas and even the shopping experience of being able to shop all categories in beauty and cosmetics under one brand, one website has always been Kim’s vision from the beginning. She is incredibly excited about this next phase.”

The rebrand is part of Kardashian West’s deal with Coty Inc., which signed a licensing deal for $200 million for a 20 percent stake in KKW Beauty and Fragrance in June 2020. Through the deal, Kardashian West stated she would expand into other beauty categories, such as skin care, hair care, personal care products and nails.

The news follows that of Kardashian West’s half-sister Kylie Jenner, who revealed earlier this month that she is relaunching her Kylie Cosmetics company to include vegan formulas and new packaging. Jenner also signed a deal with Coty Inc. in November 2019, where the company paid $600 million for a 51 percent stake in Kylie Cosmetics. Jenner’s rebrand is launching on July 15.

Kardashian West has not yet revealed a date for the rebrand’s launch. All KKW Beauty products are now priced at 20 to 75 percent off on the website until Aug. 1.

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