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Kim Kardashian is changing things with her brand KKW Beauty.

The reality TV star-turned-entrepreneur revealed on Instagram on Tuesday that she was closing her cosmetics brand on August 1 and was going to switch brands.

” August 1stst at midnight we will be shutting down the KKWBeauty.com site so that we can come back to you under a brand new brand with new formulas that are more modern, innovative and presented in a new high and sustainable look, ”read a statement from Kardashian. . “I am delighted to continue to develop and expand my product line and that you can finally experience it the way I have always envisioned. “

The rebranding is part of Kardashian’s deal with Coty Inc., which signed a $ 200 million licensing agreement for a 20% stake in KKW Beauty and Fragrance in June 2020. Through this deal, Kardashian said it would expand to other beauty categories, such as skin care, hair care, personal care products and nails.

The news follows that of Kardashian’s half-sister Kylie Jenner, who revealed earlier this month that she is relaunching her company Kylie Cosmetics to include vegan formulas and new packaging. Jenner also signed a deal with Coty Inc. in November 2019, where the company paid $ 600 million for a 51% stake in Kylie Cosmetics. Jenner’s new image will launch on July 15.

Kardashian has yet to reveal a date for the launch of the new branding. All KKW Beauty products are now available for 20-75% off on the website through August 1.


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