After Kim Kardashian announced that KKW Beauty would temporarily shut down for a makeover of its own, she reportedly moved to trademark the name "SKKN."
The 40-year-old's company filed documents to trademark "SKKN," for hair care, makeup, skincare, nails and other beauty products, TMZ reported. The KK is likely a reference to her initials amid rumors that she wants to distance herself from estranged husband Kanye West following their split.
However, TMZ noted that Kardashian is not said to be changing her legal name — and that West even helped with the rebrand and the new packaging.
The outlet also noted that the Keeping up With the Kardashians alum's team locked down SKKN.com and @SKKN social media handles in December 2020.
Earlier this month, Kardashian announced that the KKW Beauty website would lockdown on August 1 to emerge as a new brand "with new formulas that are more modern, innovative, and packaged in an elevated and sustainable new look."
In a statement, Kardashian said she was "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."
As previously reported by OK!, earlier this year the reality star is said to have filed for 21 trademarks for "SKKN BY KIM" extending into skincare, hair tools, children's entertainment, makeup and home goods. A source also told Us Weekly that she will be pursuing a decor brand too. The source spilled that Kardashian plans to "launch several candles, room scents, throws and decorative items" as well as furniture.
Kardashian branched out into the cosmetics world in 2017 with the launch of her makeup under KKW Beauty, before later developing KKW Fragrance and SKIMS shapewear in 2019.
In June 2020, it emerged that Coty had acquired 20% of KKW Beauty for $200 million. Kardashian said the partnership would 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," at the time.