On July 6, Kim Kardashian announced that her beauty brand KKW Beauty—it includes everything from contour sticks to eye pencils—is planning to “shut down” on August 1 with the intention of relaunching with a “completely new brand with new formulas.”
“On August 1st at midnight we will be shutting down the kkwbeauty.com site so that we can 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,” she said in an Instagram post. “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…In addition, my team is hard at work to improve the customer shopping experience where you will be able to purchase my beauty and cosmetic offerings in all categories from one single website.”
According to Page Six, fans speculated that Kardashian’s brand was going to drop the “W” from the company’s name due to her recent divorce from Kanye West. However, that is the opposite from the truth, as West is reportedly helping Kim with the rebrand. “Fun little fact, Kanye helped come up with the new name,” an insider shared with Page Six. “Kim’s decision to rebrand has nothing to do with dropping the W in KKW since she has not changed her legal name and still goes by West.”
While the site takes a hiatus, we’re excited about the major sale the brand is offering as a going-away gift. Currently, Ulta is offering 50-percent off all KKW Beauty products, and our favorites have never been more accessible.
If you’re unsure what to order while the products are at a discounted price, we recommend starting with her iconic Creme Contour & Highlight Set (originally $32, now $16), which glides onto the cheekbones for a seamless look. Also included on our list of favorites: her creamy Red Lip Liner (originally $12, now $6) and her pearlized Glam Bible Highlighter (originally $20, now $10).
Updated on 4/13/22:
According to a recent article from Page Six, Kardashian just dished about her upcoming relaunch on host Amanda Hirsch’s podcast Not Skinny But Not Fat. “Everyone thinks like, ‘Oh my God, it’s just to get the ‘W’ off,’” she says. “What I really wanted to do was, I felt so bad that the customer had to go from KKW Beauty, then would go to KKW Skin, then would go to KKW Fragrance—that’s shipping costs at three different websites. And I felt so bad. And then Skims, you know what I mean? So I wanted one beauty brand.”
Adding that she feels like this is the start of a whole new brand, Kardashian says, “It’s just like, I love the process of the whole thing of starting something new.” We can’t wait to shop all of the Keeping Up With The Kardashians star’s products on one site, but our bank accounts may need a bit of help after the damage that’s about to be done.