There really is something powerful that happens when you go through a breakup. Some spend every waking moment crying their eyes out (and there’s nothing wrong with this), while others drop the West in their last name and undergo a complete glow up and beauty line rebrand.
Well, it seems Kim Kardashian may be the latter as she continues to let go of all the baggage in her life. Next up, KKW Beauty. The 40-year-old reality star announced via her social media accounts that she would be bidding farewell to her cosmetic range and relaunching the line as a “completely new brand.”
“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 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,” the post read.
While the timing of the rebrand is quite convenient given the meaning behind the W in KKW, sources close to the star have stated that the overhaul has nothing to do with dropping the last letter in the brand’s name, reports WWD.
Instead, the rebrand is part of Kardashian’s $200 million deal with Coty Inc., which has recently signed a licensing deal for a 20 per cent share in the beauty brand.
Nevertheless, fans have something to look forward to, as the relaunch is set to offer a range of “new formulas that are modern, innovative, and packaged in an elevated and sustainable new look. “
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Picture: Mario Anzuoni