Kim Kardashian is shutting down KKW Beauty and plans to launch a “completely new brand”.
The reality star first unveiled the venture in 2017, starting with a range of contouring kits. She then went on to release a series of make-up products and soon expanded her beauty empire with KKW Fragrance, but on Tuesday revealed her intention to relaunch the line.
"To our loyal customers, it all started with a contour kit and expanded to eyes, lips, body, and many incredible collections over the past four years," Kim said in a statement shared to her social media accounts.
"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.
"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.”
Kim said the relaunched site will allow customers to buy her beauty products and fragrances in one place. They are currently both branded as KKW but sold separately.
"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,” she explained.
Kim, who has also founded the shapewear brand SKIMS, went on to promise fans that plans for the new brand will be revealed soon.
"Thank you so much for being on this incredible journey with me, and I promise we won't be gone for too long,” she said.
Kim signed off the statement Kardashian West – using both her surname and that of her soon-to-be ex-husband Kanye West.