Kim Kardashian Announces Temporary Closure Of KKW Beauty

Kim Kardashian announced the temporary closure of KKW Beauty Tuesday. The beauty mogul told her followers on Instagram about her plan to give the brand a makeover.

KKW Beauty, which started with a contour kit and expanded to eye, lip, and body products over the past four years, will shut down at midnight on Aug. 1. In her Instagram story, Kardashian revealed the temporary shutdown would give way to the relaunch of a completely new brand "with formulas that are more modern, innovative, and packaged in an elevated and sustainable new look."

Kardashian teased that the relaunched brand would offer a new shopping experience that would allow customers to purchase all her beauty and makeup collections from one place. "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," she wrote.

"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," Kardashian added.

The 40-year-old reality TV star went on to thank her loyal fans for supporting KKW Beauty and assured them the brand would not be gone for too long.

Kardashian launched KKW Beauty in 2017, selling 20% of the company to Coty, a global beauty company that is known for creating cosmetic, skin, fragrance and hair brands. The deal, which was reportedly priced at $200 million, was first announced in 2019 but was only finalized in January, this year.

In her statement at the time, Kardashian said the deal would include a skincare line slated for a 2022 release, as well as the development of her existing products. TMZ reported that KKW Beauty was able to hit the billion-dollar mark after entering the deal.

Last week, Coty also announced the relaunch of Kylie Cosmetics with "new and improved formulas that are clean and vegan," along with new packaging. The company will launch a brand new website dedicated to Kylie Cosmetics and Kylie Skin on July 15.