Kim Kardashian West‘s KKW Beauty website will cease to exist starting in August. Earlier this month, Kim Kardashian, the namesake founder, announced that the brand will temporarily stop its operations in order to relaunch its “a completely new brand with new formulas.”

The revamp of the brand comes in the midst of Kardashian’s high profile divorce from hip-hop superstar, Kanye West. Though the timing coincides, the Kardashian beauty brand claims that the rebranding has absolutely no connection with the imminent divorce. Business of Fashion obtained a quote from a spokesperson for the brand stating that in regards to the overarching e-commerce platform branding was “Kim’s vision from the beginning.”

Currently, KKW Beauty is tied up in an ongoing litigation which sees its manufacturer Seed Beauty suing minority stakeholder Coty Inc. for sharing trade secrets. Coty Inc. also holds a majority stake in the Kim’s sister, Kylie Jenner’s makeup brand, Kylie Cosmetics.

Mario Natarelli of branding agency MBLM commented on the rebranding sharing, “This form of brand evolution can help attract investors or scale a business or its offerings or simply elevate the brand’s perception beyond that of an individual. In the case of KKW Beauty, this brand evolution is likely a combination of legal and product changes that will likely stay inextricably linked with Kim herself.”

Back in August 2020, KKW Beauty supposedly filed a trademark for Skkn by Kim, the beginning to its new skin care line. Kim Kardashian has now not only opened into the cosmetics industry but also in fragrance and skin care. It remains to be seen how the rebrand of KKW Beauty will unfold.

See below for the official announcement of the rebrand.

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