Fans of KKW Beauty are in for a treat, as the popular makeup brand founded by Kim Kardashian is reportedly undergoing a makeover.
According to TMZ, the brand’s online operations will be shutting down on August 1st at midnight in order to revamp its image. Kim Kardashian made the announcement on July 6th via Twitter. She explained that KKW Beauty plans to expand its products. While it first started out with a contour kit, the company has expanded to carry eye, lip, and body products over the years.
But that’s not all. Kim added that the entire brand will be getting an overhaul, including its packaging and ingredients. She said KKW Beauty wants to move towards clean, sustainable ingredients as well as eco-friendly packaging. A second tweet added that the company will also be focused on improving their customer shopping experience.
“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,” Kim explained in her post.
Insiders told TMZ that the rebranding wasn’t motivated by poor sales or performance. Rather, KKW Beauty continues to thrive and is one of the most popular American makeup brands. Instead, the move was likely driven by Kim’s new partnership with Coty Inc., which recently paid a cool $200 million to become a partner in KKW Beauty.
In January, it was reported that Kim had sold 20% of the company for $200 million to Coty Inc., a multinational beauty company that was originally founded in 1904 by Francois Coty. The company owns more than 77 beauty brands across the world, with Kim’s KKW Beauty being one of its most recent (and famous) acquisitions. Their other well-known brands include CoverGirl, MaxFactor, and Clairol.
Rumor has it that Coty Inc. is also helping Kim create a skincare brand that is scheduled to launch in 2022, Complex reports. They also reportedly have plans to help the reality star break into nail, haircare, and personal care products.
KKW Beauty isn’t the only Kardashian-owned makeup brand getting an overhaul. According to a press release on Coty’s website, the company is also helping Kylie Jenner’s brand Kylie Cosmetics re-launch with new formulas that promise to be clean and vegan. Coty Inc. added that Kylie Cosmetics products will be refreshed in new packaging. The revamped brand will be available in certain retailers as well as through a new direct-to-consumer website as of July 15th, which will offer access to both Kylie Cosmetics and Kylie Skincare.
Kylie originally launched her makeup collection in 2015 with her infamous Lip Kits. She sold most of the company to Coty Inc. in 2019 in a landmark $600 million deal.