They might be exes but they’re still business partners. After Kim Kardashian announced earlier this week that her KKW Beauty website would be shutting down in August for a rebrand, many fans speculated it was because she plans to drop the “W” from the company’s name in light of her pending divorce from Kanye West.
But a source close to Kardashian and the beauty company said that’s not the case at all — in fact, West helped his estranged wife with the rebrand.
“Fun little fact, Kanye helped come up with the new name,” the insider shared, declining to disclose what that new name will be.
“Kim’s decision to rebrand has nothing to do with dropping the W in KKW since she has not changed her legal name and still goes by West,” the insider added. “It has been in the works for a while, and Kanye helped Kim to come up with the new brand name.”
Our source also confirmed WWD’s report that the “All of the Lights” rapper also helped the “Keeping Up With the Kardashians” star with the brand’s new packaging and formulas.
“It all started with a contour kit and expanded to eyes, lips, body, and many incredible collections over the past four years. On August 1st 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 with an elevated and sustainable new look,” Kardashian, 40, wrote on her Instagram Story on Tuesday.
Fans also recalled that Seed Beauty — the beauty incubator company responsible for launching KKW Beauty and Kylie Cosmetics — sued the KKW Beauty and Kylie Cosmetics’ parent company, Coty, in June 2020 for stealing “the secret sauce behind Seed,” which is their formulas.
KKW Beauty and Kylie Cosmetics, the latter of which is also overhauling its products, could be rebranding as a result of the lawsuits, which are still ongoing.