Welcome to our column “Hey, Quick Question,” the place we examine seemingly random happenings within the trend and magnificence industries. Enjoy!Changes are underway at Kim Kardashian West and Kylie Jenner’s respective magnificence manufacturers, KKW Beauty and Kylie Cosmetics, and the seeming abruptness and vagueness behind these impending model overhauls is spurring fairly a couple of rumors as to what’s actually going on.On Tuesday, KKW Beauty posted a message on its social platforms from Kardashian West herself stating that the model’s web site will likely be shutting down on Aug. 1 “in order that we will come again to you underneath a very new model with new formulation which are extra trendy, progressive and packaged in an elevated and sustainable new look.” Kardashian West implied that this rebrand is nothing greater than a private want to create a extra intentional, polished KKW Beauty. “I’m excited to proceed to develop and broaden my product vary and so that you can lastly be capable to expertise it the way in which that I’ve all the time envisioned,” learn the assertion. Among the “enhancements” to be anticipated are updates to the purchasing expertise, together with a single web site that may permit clients to buy from each KKW Fragrance and KKW Beauty by way of the identical platform.Prior to the location’s shutdown, KKW Beauty’s current stock can be being offered off at closely discounted costs, between 20% to 75% off. While no particular time-frame for the rebrand has been introduced, Kardashian West ended her message by saying, “I promise we can’t be gone for too lengthy.” This announcement got here lower than every week after Kylie Cosmetics majority proprietor Coty Inc. introduced a relaunch of the model on July 1, with a spotlight on “improved clear and vegan formulation” in addition to a brand new web site set to debut on July 15. In a transfer much like KKW Beauty’s streamlined strategy, the brand new Kylie Cosmetics web site will even characteristic Kylie Skin merchandise.For her half, Jenner issued a press assertion much like Kardashian West’s musing about upgraded formulation to higher serve customers: “I’m so proud to relaunch Kylie Cosmetics with all new formulation which are clear and vegan. Innovation has come far previously few years. When creating this line, it was so vital to me to decide to utilizing clear substances throughout the board, however to by no means sacrifice efficiency. My new lip equipment has eight-hour put on and is so snug on the lips, and all my new formulation are superb. I’m excited for everybody to attempt the brand new merchandise.”In saying the relaunch, Coty Inc. touted new formulation with “robust client check outcomes to assist [their] efficacy.” It’s true that the ultra-matte lip equipment that launched Jenner’s initially mega-successful magnificence firm in 2015 is way much less stylish than it as soon as was, and client demand for vegan merchandise is effectively demonstrated. But is there truly extra at play behind the scenes than simply an try to sustain with evolving trade developments and client preferences?As is commonly the case with something involving the KarJenners, the information of those twin relaunches rapidly grew to become the topic of hypothesis and rumors. People on Twitter guessed that maybe Kardashian West can be renaming her model to drop the “W” after submitting for divorce from Kanye West. But that notion was put to relaxation by WWD, which reported that KKW Beauty’s rename has nothing to do with these initials. Quoting a press release from an nameless “supply near Kardashian West,” the publication shared, “Kim continues to be Kim Kardashian West and has not modified her authorized identify. Kanye truly helped Kim provide you with the brand new identify and the packaging. The progressive formulation and even the purchasing expertise of having the ability to store all classes in magnificence and cosmetics underneath one model, one web site has all the time been Kim’s imaginative and prescient from the start.”But there may be additionally hypothesis that these seemingly sudden rebrands are in response to authorized troubles. In June of 2020, Forbes reported that Seed Beauty, the corporate that manufactures merchandise for each KKW Beauty and Kylie Cosmetics, had filed a lawsuit in California towards Coty Inc., the bulk proprietor of Kylie Cosmetics and a 20% minority proprietor of KKW Beauty. “According to the criticism, Kylie Cosmetics knowingly disclosed Seed’s commerce secrets and techniques — confidential mental property — with Coty, the wonder big that additionally owns CoverGirl, Rimmel and Sally Hansen, amongst different manufacturers,” wrote Madeline Berg on the time.Forbes additionally reported final June that Seed Beauty had been granted a short lived injunction in a civil lawsuit it had introduced towards KKW Beauty to forestall its commerce secrets and techniques from being shared.If it was these authorized threats that did the truth is immediate these newest model overhauls, it might hardly be the primary time a member of the Kardashian-Jenner household has been pressured to undertake a model pivot. Some would possibly even say that they’ve constructed their complete empire on pivots and re-brands of types. In 2019, Kardashian West modified the identify of her then-newly launched shapewear model from Kimono to Skims when the previous sparked criticism of cultural appropriation. This pivot proved overwhelmingly profitable, with The New York Times placing the corporate’s valuation at $1.6 billion final April.In the sector of magnificence particularly, the Kardashian-Jenners have a slew of failed, largely forgotten companies and licensing partnerships of their previous. Take, for instance, Khroma Beauty, a make-up line Kardashian West launched together with sisters Khoé and Kourtney in 2012; the model lasted barely a yr in shops earlier than it was pulled from cabinets after having been hit with a number of copyright infringement lawsuits from equally named magnificence manufacturers. And then there was Kardashian Beauty, a mass-market hair model that simply by no means actually took off in the way in which subsequent Kardashian-Jenner magnificence ventures did.All events concerned are remaining tight-lipped so far as offering further particulars on the rebrands and reasoning behind them — KKW Beauty, Kylie Cosmetics and Coty Inc. declined Fashionista’s request for added remark on the time of publication. But if there’s one factor celebrities just like the Kardashian-Jenners have confirmed they do effectively, it is reinventing themselves (and their companies) to take care of their stronghold on public consciousness. We’re fairly certain Kim and Kylie — in addition to followers of every of their magnificence manufacturers — are going to be juuuuust effective.Never miss the most recent trend trade information. Sign up for the Fashionista every day publication.