Kim Kardashian West‘s KKW Beauty web site will stop to exist beginning in August. Earlier this month, Kim Kardashian, the namesake founder, introduced that the model will quickly cease its operations to be able to relaunch its “a very new model with new formulation.”
The revamp of the model comes within the midst of Kardashian’s excessive profile divorce from hip-hop famous person, Kanye West. Though the timing coincides, the Kardashian magnificence model claims that the rebranding has completely no reference to the upcoming divorce. Business of Fashion obtained a quote from a spokesperson for the model stating that regarding the overarching e-commerce platform branding was “Kim’s imaginative and prescient from the start.”
Currently, KKW Beauty is tied up in an ongoing litigation which sees its producer Seed Beauty suing minority stakeholder Coty Inc. for sharing commerce secrets and techniques. Coty Inc. additionally holds a majority stake within the Kim’s sister, Kylie Jenner’s make-up model, Kylie Cosmetics.
Mario Natarelli of branding company MBLM commented on the rebranding sharing, “This type of model evolution might help entice traders or scale a enterprise or its choices or just elevate the model’s notion past that of a person. In the case of KKW Beauty, this model evolution is probably going a mixture of authorized and product adjustments that may seemingly keep inextricably linked with Kim herself.”
Back in August 2020, KKW Beauty supposedly filed a trademark for Skkn by Kim, the start to its new skincare line. Kim Kardashian has no longer solely opened into the cosmetics trade but in addition in perfume and skincare. It stays to be seen how the rebrand of KKW Beauty will unfold.
See under for the official announcement of the rebrand.
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