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Kim Kardashian West says a revamp of her KKW Beauty brand is imminent

Lauretta Roberts
07 July 2021

Kim Kardashian West has teased her social media followers of a complete revamp of her KKW Beauty business.

The entrepreneur announced today on her Twitter account that the brand's website will close on 1 August "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."

Fans have speculated that Kardashian West will be ditching the West from her surname and the W from her brand following her divorce from rapper and fashion entrepreneur Kanye West, however she did sign off her Tweets with her full name "Kim Kardashian West".

As well as revamp of the brand's formulas and packaging, Kardashian West has said the website would be overhauled 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."

Fashion group Coty completed the purchase of a 20% in KKW in January in a $200m deal that valued the brand, first launched in 2017 with a selection of contouring kits, at $1bn.

The announcement follows on from the announcement of the revamp of her sister Kylie Jenner's business business last week. Kylie Cosmetics is set to unveil new and improved formulas on 15 July that are both clean and vegan, along with refreshed packaging and a new online experience.

Coty is also the backer of Kylie Cosmetics, which was launched in 2015 with a range of lip kids, and which has gone on to become the most followed fashion business in the world with 25m Instagram followers.

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