Kim Kardashian shutting down KKW Beauty amid Kanye West divorce

Kim Kardashian has announced that she’ll be temporarily shutting down her KKW Beauty brand, leading fans to speculate whether it’s linked to her divorce from Kanye West.

The former Keeping Up With the Kardashians star released a statement explaining that the website will close next month so the team can work on returning with a ‘completely new brand’ and ‘new formulas that are more modern’. 

‘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’s statement began. 

‘On August 1st 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.’ 

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. 

‘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.

‘Thank you so much for being on this incredible journey with me, and I promise we won’t be gone for too long.’ 

Fans immediately began sharing theories that Kim, 40, will remove the ‘West’ from the brand name in light of her divorce from Kanye. The reality star filed divorce papers in February after more than six years of marriage. 

Sharing their prediction, one fan tweeted: ‘Wondering if Kim is gonna drop the West with this KKW rebrand.’ 

‘Dropping Kanye West, dropping the ‘West’ name. Kim Kardashian is temporarily shutting down her popular KKW Beauty line and website, will relaunch it with a new name. Kanye who?’ another said. 

One other fan weighed in: ‘I love this move! You offer a range of cosmetics, fragrance, apparel, etc. Besides, the divorce is finalizing, so you can drop the West from KKW.’ 

Sharing their theory, another said: ‘Her divorce about to be finalized so she dissolving her cash cow so it’s not included. Kim K ain’t stupid y’all how you think she became rich she play dumb but def know how to make money moves.’ 

It’s not the first time Kim has rebranded one of her lucrative businesses; in 2019, the TV star was forced to change the name of her shapewear brand originally called Kimono after being accused of cultural appropriation. 

Kimono was a play on Kim’s name but critics pointed out that it was disrespectful to the traditional clothing, especially as she was attempting to trademark the name. She eventually scrapped Kimono and rebranded to Skims. 

KKW Beauty launched in 2017 with contouring kits as its staple product, before later expanding to include KKW Fragrances. 

In 2020, cosmetics conglomerate Coty valued KKW Beauty at $1billion (£725million) when it bought a 20% stake in the company. Last April, Forbes estimated that Coty had overpaid but valued Kim’s remaining stake at an eye-watering £500m ($362m). 

Meanwhile, her Skims brand is thriving after it was confirmed the company would officially dress Team USA at the Tokyo Olympics this summer,  providing undergarments and loungewear.

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