Kim Kardashian Is Temporarily Shutting Down KKW Beauty

Photography by Getty Images

Kardashian says the line will be undergoing a full rebrand. Is she dropping the “W”?

Pia Araneta

Date July 7, 2021

Kim Kardashian has announced that her makeup brand KKW Beauty will be shutting down temporarily for a complete rebrand. The CEO posted the news on Twitter and Instagram on Tuesday, saying the closure will occur on August 1 at midnight. And yes, the rebrand means a major sale on existing products.

A message from our founder, @kimkardashian.

Starting today, our products are on sale 20% – 75% off sitewide, while supplies last. Stock up on your #KKWBEAUTY favorites.

— KKW BEAUTY (@kkwbeauty) July 6, 2021

“It all started with a contour kit and expanded to eyes, lips, body and many incredible collections over the past four years,” Kardashian wrote. “We [will] 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.”

“I’m excited to continue to develop and expand my product range and for you to finally be able to experience it the way that I have always envisioned.”

Until KKW Beauty’s virtual closure, customers can enjoy site-wide discounts ranging from 20 to 75 percent in their “closeout sale.” This includes faves like the camo pressed powder palette on sale for $41.60 USD and the popular nude 3 piece lip set for $30.40. Products like the glitz & glam gloss and the ultralight beams powder singles are selling for $2.70.


— Kandis!🧱 (@kandiskardash) July 6, 2021

Though the Keeping up with the Kardashians reality TV star gave no further explanation regarding KKW Beauty’s closure, some people are speculating that the purpose of the rebrand is to drop the “W” from the brand name following her recent split from Kanye West. “Peace to that ‘W!’” one user commented.

On Twitter, some people have been praising Kardashian’s style as of late, citing that her glam is looking a lot more like the “old Kim,” referring to the celebrity pre-Kanye.

One thing @kimkardashian is going to do… is S E R V E 😍

She has been giving us lewks during her current Rome trip! It’s giving old Kim K style icon 👗

— The Nikki Diaries (@thenikkidiaries) July 5, 2021

Her soon-to-be-ex-husband famously became her pseudo-stylist when the two became romantically involved, influencing Kim to take on a more fashion-forward, Yeezy-heavy aesthetic in recent years.

Controversy amid Kardashian-Jenner rebranding
While KKW Beauty’s rebrand could be all about dropping that now-awkward “W” or a push for more sustainable beauty products, as some have suggested, many social media users have also pointed to the lawsuit filed against Kardashian last year by her previous manufacturing supplier, Seed Beauty, which prevents her from leaking trade secrets to Coty. Currently, cosmetics behemoth Coty owns a 20 percent stake in KKW Beauty.

It’s because there’s a lawsuit re: the 20% sale of KKW Beauty to @coty.

According to the suit, Kim (and Kylie in a similar suit) we’re gonna use trade secrets they learned from Seed Beauty over at Coty. Seed had other ideas.

Notice kylies “new reformulated” launch too?

— That Surprise Witness, Esq. (@SurpriseWitnes) July 6, 2021

Kardashian’s little sister and CEO of Kylie Cosmetics Kylie Jenner faces a similar lawsuit. The civil suit, filed last June, alleges that Kylie Cosmetics knowingly shared Seed Beauty’s trade secrets and Coty knowingly accepted them, according to Forbes.

The Kylie Cosmetics website is also on a hiatus, featuring a countdown set to end on July 15. All Instagram posts for Kylie Cosmetics have been archived prior to May, with the most recent posts teasing soon-to-be released vegan and gluten-free products.

Regardless of whether or not the lawsuits play a part in the Kardashian-Jenner beauty rebrands, both companies have experienced overwhelming success since their launch and are expected to continue doing so. Following the success of Jenner’s brand, Kardashian officially earned a spot on the Forbes World’s Billionaires List in April. This announcement can be attributed to the popularity of KKW Beauty and Kardashain’s popular shapewear line, Skims.

“Thank you so much for being on this incredible journey with me,” writes Kardashian. “I promise we won’t be gone for too long. XO.”