Kanye West has reportedly been helping his estranged wife Kim Kardashian relaunch her beauty brand.
Kim announced this week she is shutting down KKW Beauty on 1 August and plans to unveil a "completely new brand" very soon.
While there were reports Kim was eager to drop the W - standing for West, the surname of her soon-to-be ex-husband - from her business venture, insiders insist Kanye has been actively involved in assisting the star in her project.
A source has told WWD that the rebrand "has nothing to do" with her divorce or dropping the "W" from its name - but confirmed plans for a new brand name.
"Kim is still Kim Kardashian West and has not changed her legal name," the insider explained. "The rebrand has been in the works for some time. Kanye actually helped Kim come up with the new name and the packaging.
"Innovative formulas and even the shopping experience of being able to shop all categories in beauty and cosmetics under one brand, one website has always been Kim's vision from the beginning. She is incredibly excited about this next phase."
Kim filed for divorce from Kanye in February following seven years of marriage, and four children together, but the stars have vowed to remain on good terms despite the split.
Speculation is growing over the name for Kim's new brand, with fans eager to guess what it could be.
Earlier this year, multiple trademarks were filed for the name 'Skkn by Kim' to cover a range of products including make-up, fragrance, hair care, skin, clothing, jewellery, accessories and supplements.
Kim launched KKW Beauty in 2017, starting with a range of contouring kits, and soon went on to release a series of make-up products as well as KKW Fragrance.