OK, What’s The Deal With KKW Beauty & Kylie Cosmetics Right Now?
These two major brands just announced rebranding overhauls of their beauty companies
By: Aqilah Najwa Jamaluddin / July 13, 2021
Can someone please let us know what is happening to the KarJen Klan right now? Recently, both Kim Kardashian and Kylie Jenner announced that their beauty companies—KKW Beauty and Kylie Cosmetics—will be going through a major rebranding soon. So, buckle up folks, it looks like we’re still keeping up and Beauty Insider is bringing you all the dishes.
On 6th of July, Kimberly Kardashian posted a message on her Instagram that the brand’s site will be shutting down on Aug. 1 citing, “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 implied that this rebrand is nothing more than a personal desire to create a more intentional, polished KKW Beauty. “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,” read the statement. Among the “improvements” to be expected are updates to the shopping experience, including a single website that will allow customers to purchase from both KKW Fragrance and KKW Beauty via the same platform.
Prior to the site’s shutdown, KKW Beauty’s existing inventory was also being sold off at heavily discounted prices, between 20% to 75% off—ooh, that’s a lot! Even though no specific time frame given on how long the hiatus will take place, Kim said, “I promise we won’t be gone for too long.”
This announcement came less than a week after her youngest sister, Kylie, announced a relaunch of her brand on July 1, with a focus on “improved clean and vegan formulas” as well as a new website set to debut on July 15. In a move similar to KKW Beauty’s streamlined approach, the new Kylie Cosmetics website will also feature Kylie Skin products.
For her part, the 24-years-old issued a press statement similar to her elder sister. Chaneling upgraded formulas to better serve consumers: “I’m so proud to relaunch Kylie Cosmetics with all new formulas that are clean and vegan. Innovation has come far in the past few years. When creating this line, it was so important to me to commit to using clean ingredients across the board, but to never sacrifice performance. My new lip kit has eight-hour wear and is so comfortable on the lips, and all my new formulas are amazing. I’m excited for everyone to try the new products.”
Kylie Cosmetics majority owner Coty Inc, even said new formulas with “strong consumer test results to support [their] efficacy.” Quoting, ‘’Kylie Cosmetics is followed by many millions of people across the world. Our new online platform, along with selected retailers, allows consumers to buy their whole beauty routine in one space, from the cleanser to the moisturizer, the highlighter, or the lip color.”
So, what’s the truth here? Sure, there’s a lot of brands that went through a major rebranding but does it necessarily require a shut down? People on Twitter guessed that perhaps Kim is figuring whether she’d rename her brand to drop the “W” after filing for divorce from Kanye West. But that notion was put to rest by WWD, which reported that KKW Beauty’s rename has nothing to do with those initials.
Quoting a statement from a reliable source, “Kim is still Kim Kardashian West and has not changed her legal name. Kanye actually helped Kim come up with the new name and the packaging. The 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.”
Though, when it comes beauty businesses, the Kardashian-Jenners klan have often faced with failed and licensing problem partnerships in their past. For example, who remembered Khroma Beauty? A makeup line once Kim, Kourtney and Khloe launched in 2012. The brand lasted barely a year in stores before it was pulled from shelves after having been hit with multiple copyright infringement lawsuits from similarly named beauty brands. And then there was ”Kardashian Beauty”, a mass-market hair brand that just never really took off in the way subsequent Kardashian-Jenner beauty ventures did. This family is largely known to create scandals when it comes business wise.
But to be honest, if there’s one thing celebrities like the Kardashian-Jenners have proven they do well, it’s reinventing themselves—and their businesses—to maintain their stronghold on public persona. We’re pretty sure Kim and Kylie, as well as fans of each of their beauty brands, are going to be just fine. Whatever the changes are, we’re excited!
Right now, it seems like Kylie is shutting down her Kylie Cosmetics website, but you can still checkout and shop Kim’s products at KKW Beauty site. In the meantime, you can watch the evolution of Kylie Cosmetics at Kylie’s YouTube. The two episodes feature the rise and struggle to build the billionaire empire. Watch below:
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