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Kim Kardashian teases ‘completely new’ rebrand for KKW Beauty business

Kim Kardashian West has announced she is rebranding her cosmetics business and will come back with something “completely new”.

The Keeping Up With The Kardashians star and entrepreneur said the KKW Beauty website will close from 1 August but that “we won’t be gone for too long”.

Kim Kardashian is relaunching her beauty brand

Fans have speculated online that Kardashian will be dropping estranged husband Kanye West’s name from the branding after filing for divorce in February.

Sharing the news on Instagram and Twitter, Kardashian, 40, wrote: “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.

“On August 1 at midnight we will be shutting down the 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.

“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.”

The statement added: “Thank you so much for being on this incredible journey with me, and I promise we won’t be gone for too long.”

Launched in 2017, KKW Beauty was valued by cosmetics conglomerate Coty at about $1bn (£725m) when it bought a 20% stake in 2020. While Forbes estimated Coty had overpaid, it valued her remaining stake at about $500m (£362m) in April.

The end of KKW comes following the end of an era for the reality show that made Kardashian a household name; the final episode of Keeping Up With The Kardashians was broadcast earlier this year after 20 seasons.

Meanwhile, Kardashian’s shapewear brand Skims is going from strength to strength after being chosen as the official underwear designer for Team USA’s female Olympic athletes.

Announcing the partnership on social media, the reality TV star said the firm would design “undergarments, pajamas and lounge wear” for athletes at the Tokyo games. –