Kim Kardashian shocked fans with a recent announcement – she’s shutting down her beauty brand KKW Beauty.
However, she will be relaunching the line under a “completely new brand.”
The Keeping Up With The Kardashians star went on social media on Tuesday (July 6) to share the news.
“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,” Kim began her statement, which she shared on her social media accounts.
“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,” she continued.
“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,” Kim added. “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.”
She concluded her statement with a message to her fans, “Thank you so much for being on this incredible journey with me, and I promise we won’t be gone for too long.”
Kim has made a name for herself in the beauty industry since launching KKW Beauty in 2017. From starting off with her line of contouring kits, she’s since expanded to include perfumes with the launch KKW Fragrances.
In June 2020, KKW Beauty was valued at $1 Billion, per Forbes. At the time, Beauty conglomerate Coty – the same company who partnered with Kylie Jenner’s beauty brand Kylie – announced that it acquired a 20% stake in KKW Beauty for $200 million.
Kim, who’s in the middle of her divorce from estranged husband Kanye West, has been added to Forbes’ billionaires list earlier this year. And it appears she continues to be making some big business moves.
Last week, the reality star and entrepreneur announced that her shapewear line, SKIMS, is the official designer of underwear for the female members of the US Olympic Team – they will be supplying the team’s underwear, pyjamas and loungewear.
But she’s also taking time for some R&R. Also last week, Kim went on social media to share photos from her trip to Italy – including a visit to the Vatican with supermodel Kate Moss.
“We had the most incredible experience touring Vatican City @vaticanmuseums. It was amazing to be able to view all of the iconic art, architecture and ancient Roman sculptures in person, especially Michelangelo’s works,” Kim wrote. “We even had an opportunity to view their private archive of robes worn by every pope in history, dating back to the 1500’s. Thank you @ocspecial for arranging the visit.”
On Monday (July 5), Kim also shared her adventures in wakeboarding during a family getaway.
The mother-of-four shared clips of her attempts at trying out the challenging sport – including one of her wiping out big time. However, she eventually got the hang of it and held her own on the board as she was pulled by a boat.
She also shared a funny clip of her children, three-year-old Chicago and five-year-old Saint, playing on a giant water slide. In the clip, Saint sat down beside his sister at the top of the slide and pushed her.
“Just when I thought Saint was being nice🤦🏻♀️,” Kim wrote on her IG Story.
Oh, kids!
