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Kim Kardashian Temporarily 'Shutting Down' KKW Beauty To Launch 'Completely New Brand'

Jul. 7 2021, Published 7:35 a.m. ET

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A new beginning! Kim Kardashian has announced that she will temporarily shut down KKW Beauty for a rebrand.

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"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," the 40-year-old revealed on Tuesday, July 6. "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."

"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," the Keeping up With the Kardashians alum 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."

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kim kardashian temporarily shutting down kkw beauty rebrand
Source: MEGA
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"Thank you so much for being on this incredible journey with me, and I promise we won't be gone for too long," Kardashian concluded the statement posted on her Instagram Story, which was added to the grid of the KKW Beauty account.

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Fans took to the comments to offer their opinions on the change.

"Dropping the W vibes," one fan noted of Kardashian's split from estranged husband Kanye West.

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"Hoping for vegan and cruelty free options!" another wrote.

"omg so exciting! 😍," a third fan gushed.

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Ahead of the rebrand, the site is offering price reductions on many items.

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The reality star launched her makeup line under the KKW Beauty name in 2017 before later adding KKW Fragrance. In 2019, she founded her shapewear brand, SKIMS.

In June 2020, Coty announced that it had acquired 20% of KKW Beauty for $200 million. "Partnering with an established organization like Coty will be instrumental in the advancement of my brands as their global reach allows for faster expansion so people around the world are able to experience new launches first hand," Kardashian said in a press release at the time.

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"This relationship will allow me to focus on the creative elements that I'm so passionate about while benefiting from the incredible resources of Coty, and launching my products around the world," she explained.

Earlier this year, the mom-of-four reportedly filed for 21 trademarks under the name "SKKN BY KIM" which will cover skincare, hair tools, children's entertainment, makeup and home goods. A source told Us Weekly that Kardashian will also be pursuing a decor brand.

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"Kim will be ready to announce the first drop of her home line in a couple weeks," the insider told the outlet. "It’s been something she’s been working on for over a year now."

According to the source, Kardashian plans to "launch several candles, room scents, throws and decorative items and then will be launching furniture for every room in the home."

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