Kim Kardashian temporarily shutting down KKW Beauty to give the brand a 'modern, innovative' makeover ... as fans speculate she will drop the 'W' amid divorce from Kanye West
Kim Kardashian West, 40, announced on Twitter that she would be temporarily closing down her lucrative KKW Beauty line to rebrand.
In a long series of tweets on Tuesday, the mogul explained that the product line in its current iteration would be no more and will relaunch with 'new formulas that are more modern, innovative, and packaged in an elevated and sustainable new look.'
While she made no mention of the reason behind the makeup makeover, fans immediately began to speculate that Kim would be dropping the 'W' from the label amid her divorce from Kanye West.
'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,' she began on Twitter.
'On August 1st at midnight we will be shutting down the http://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,' Kim continued.
'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.
'Thank you so much for being on this incredible journey with me, and I promise we won't be gone for too long,' the KUWTK star ended before signing off with 'xo, Kim Kardashian West'
Despite including her married name in the signature, followers started responding with theories that Kim was making over her brand because of her impending divorce from Kanye West and would be removing the 'W' from the name.
'I think she is removing the W from the whole brand,' one user replied before another echoed. 'She will remove the W from her brand.'
A third seemed offended that the Calabasas raised beauty would think no one would figure out what she was doing: 'Lol so basically now that you're getting divorced you don't want that 'W' in the name. Just say it and keep it moving Sis we ain't brand new'
Kim filed for divorce from Kanye in February citing irreconcilable differences following a traumatic year where the rapper seemingly struggled with mental health issues.
The A-list couple started dating in 2012 and wed in 2014 in Florence. They share four children together, North, son Saint, five, daughter Chicago. three, and Psalm, two.
Kanye has since begun a blossoming relationship with Russian supermodel Irina Shayk, 35, while sources have said Kim is hesitant to begin dating again.
Kim launched her eponymous cosmetics line in June of 2017 and in November of the same year, the star launched KKW Fragrance.
Since its inception, KKW Beauty has introduced collections revolutionizing the direct to consumer model by repeatedly selling out multiple launches.
In October 2019, KKW Beauty entered Ulta Beauty as the exclusive retailer in the US.
Back in January, beauty company Coty Inc acquired a 20% ownership interest in Kardashian's beauty business for $200M.
At the time, the partnership was said to include the development of a KKW Beauty skincare line that is expected launch in fiscal year 2022.
The multi-million dollar deal pushed Kim's net worth to a $1billion (estranged ex Kanye is said to be worth $1.8billion).
