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Kim Kardashian West announces the rebranding of KKW Beauty

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Kim Kardashian announced through an Instagram post that she would be rebranding her cosmetics company starting in August.  

“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,” the post says. 

After the announcement, some fans speculated that the rebranding was motivated by her recent divorce from Kanye West and she would be dropping the “W” from the name of the brand. Nonetheless, a source told Page Six the divorce was not the motivation for the rebrand. In fact, West helped Kardashian with the rebrand.

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“Fun little fact, Kanye helped come up with the new name,” the source shared before adding, “Kim’s decision to rebrand has nothing to do with dropping the W in KKW since she has not changed her legal name and still goes by West. It has been in the works for a while, and Kanye actually helped Kim to come up with the new brand name.”

The rebrand comes after Kardashian West made a 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, Kim stated she would expand into other beauty categories, such as skincare, hair care, personal care products, and nails.

While the new name of the brand is still unknown, in March 2021, Kardashian’s LLC filed multiple trademarks for the name “Skkn by Kim” to cover a wide range of products including skin and makeup products, fragrance, hair care, clothing, home goods, jewelry, accessories, and supplements. 

“Thank you so much for being on this incredible journey with me, and I promise we won’t be gone for too long,” Kim said to her followers. And as a goodbye to the brand, all KKW products are on a 30% to 75% sale until August 1st. 

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