Kim Kardashian's KKW Beauty prepares for closure

Cosmetics brand of TV royalty will shutdown operations from next month ahead of a rebrand

KKW Beauty, the beauty brand of Kardashian clan member Kim Kardashian West, is preparing to close its operations ahead of a rebrand.

In an Instagram post shared with its 4.7 million followers, the billionaire beauty entrepreneur said from 1 August her namesake cosmetics brand, also worth US$1bn, will suspend operations to reemerge as a “completely new brand”.

Her product line, including the brand’s hero contour kits, as well as eye, lips and body skus, will undergo a reformulation, and are expected to be housed in sustainable packs.

The decision from the partially Coty-owned business follows Kylie Cosmetics’ rebrand, the beauty brand of Kardashian’s youngest sister Kylie Jenner, which is majority owned by the cosmetics conglomerate.

Kylie Cosmetics’ overhaul was announced last month after an unannounced website and social media shutdown.

Since reappearing online, the cosmetics brand sensation, founded by the now 22-year-old, has been reimagined with vegan and ‘clean’ formulas, and is expected to hit shelves on 15 July.

First to be introduced was her Lip Kits, the brand’s debut product which catapulted the already well known TV personality to fame in the beauty arena.

Beauty customers can predict that Kardashian’s empire will undergo the same revamp, given the reality TV stars’ businesses are invested by the same company.

“I am 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,” wrote Kardashian via KKW Beauty’s Instagram channel.

“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.”

Currently KKW Beauty and KKW Fragrance run on differing D2C websites.

She continued: “Thank you so much for being on this incredible journey with me, and I promise we won’t be gone for too long.”

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