Why Kim Kardashian is temporarily shutting down KKW Beauty

The reality star turned beauty mogul says she wants to create the brand 'she always envisaged'

FILE PHOTO: Kim Kardashian arrives at the Metropolitan Museum of Art Costume Institute Gala in New York, U.S., May 7, 2018. REUTERS/Eduardo Munoz/File Photo
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Kim Kardashian announced she will temporarily shut down the beauty brand, KKW Beauty, she founded in 2017.

Posting on the KKW Beauty Instagram account, the reality star-turned-entrepreneur said the brand would be coming offline to allow for an overhaul of the company, which will see it return with an “elevated and sustainable new look”.

“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,” Kardashian said.

“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.”

While no exact time frame was given, Kardashian promised fans the brand wouldn’t be gone “for too long”.

“I’m excited to continue to develop and expand my product range and for you to finally be able to experience it the way I have always envisioned,” the star said.

Fans speculated that Kardashian may be changing the brand's name KKW Beauty, which stands for Kim Kardashian West, as she is finalising her divorce from Kanye West. However, entertainment website TMZ reports she has no plans to change her name after the divorce.

The rebrand comes days after Kardashian’s younger sister, Kylie Jenner, announced her company, Kylie Cosmetics, would undergo an overhaul to become a fully vegan, clean beauty brand.

The star said the products will be given new formulas and packaging would be made more sustainable.

Both Kylie Cosmetics and KKW Beauty are owned by the same multinational company, Coty Inc.

Updated: July 07, 2021, 9:51 AM