A new era of products is around the corner for Kim Kardashian’s beauty brand. The entrepreneur took to social media to reveal that she is temporarily shutting down KKW Beauty effective August 1 with an aim to give it a makeover.
The Keeping Up With the Kardashians star released a statement explaining that the website will close next month so the team can work on returning with a “completely new brand” and “new formulas that are more modern.”
“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,” Kim’s statement began. “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,” she added.
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The 40-year-old entrepreneur wrote: “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. 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.”
“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,” she added. Kardashian ended the statement by thanking her fans and followers for being on the “incredible journey” with her, promising that she “won’t be gone for too long.”
Fans are speculating that Kardashian may be changing the brand’s name KKW Beauty, which stands for Kim Kardashian West, as she is finalizing her divorce from American rapper Kanye West. Launched in 2017, KKW Beauty was valued by cosmetics conglomerate Coty at about US $1 billion when it bought a 20% stake in 2020.