Kim Kardashian West announces “elevated” rebrand for KKW Beauty

Posting the news on Twitter and Instagram, the 40-year-old celebrity and entrepreneur explained, “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,” Kardashian West continued. “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.”

Kardashian West did not provide a prevision for a return date for the brand, but did say, “I promise we won’t be gone for too long.” The rebrand of the business, which was valued at $1 billion by New York-based beauty conglomerate Coty, Inc. when it acquired a 20% stake in the company in 2020, comes on the heels of a similar announcement concerning an imminent relaunch of fellow Kardashian-Jenner clan member Kylie Jenner’s Kylie Cosmetics brand.