Kim Kardashian Is Rebranding Her KKW Beauty Brand

There’s a major visual overhaul happening within the Kardashian/Jenner world, and it’s not Khloé’s latest face. Kylie Jenner’s cosmetics company, Kylie Cosmetics, just underwent a major transformation and converted to clean and vegan formulas, a choice that absolutely, definitely didn’t have anything to do with a trade secret lawsuit from her former manufacturer Seed Beauty. And her big sister Kim Kardashian has done much of the same, by announcing that she’d be rebranding her cosmetics company too, with clean and vegan formulas. Again, a choice that probably has nothing to do with a totally different trade secret lawsuit. But now we know that Kim’s whole cosmetic company might be getting a complete makeover.

KKW Beauty, which stands for “Kim Kardashian West,” has been around since June 2017. Recently, everything on the KKW Beauty website went on deep discount, with products being reduced to 40% to 75% off. TMZ did a little digging, and they have discovered that Kim might be fully ready to dump the KKW Beauty name entirely and relaunch under a name that sounds like the result of a spooked cat running across a keyboard, SKKN. via TMZ:

Kim’s company filed trademark docs to lock up the rights to “SKKN” – which looks like a new beauty line she presumably plans to launch. The “KK” in the middle is likely a reference to Kim’s initials.

According to the docs, obtained by TMZ, KK wants to slap the name on products for hair care, makeup, skin care, nails and other products in the beauty world. We’re told the trademark wasn’t just filed in the US, but globally as well.

Kim’s company has also grabbed very SKKN-specific social media handles, like @skkn on Instagram, which is currently set to private and has zero followers or accounts they’re following. Or @SKKN on Twitter, which was registered in December 2020.

Kim’s rebrand isn’t a secret, but one might think that for the sake of brand recognition she’d stick to a familiar name. Kylie Jenner’s Kylie Cosmetics is relaunching under its original name, Kylie Cosmetics (although some on the internet are suspicious that she and her new co-owner Coty might actually be relaunching under another name, as the new packaging simply reads KYLIE Kylie Jenner). Kim’s rebrand does make sense, considering that back in February, she filed for divorce from Kanye West. Rumors that Kim and Kanye were splitting up had been going around for a long time. In December of last year, we were hearing that Kim wasn’t living with her husband – that was the same month someone was allegedly scooping up @skkn on social media. And speaking of Kanye. Kim might be stressing out about whether or not SKKN looks dumb as hell, but she isn’t stressing about whether or not Kanye is still dating Irina Shayk. via People:

“Kim is fine with Kanye dating,” a source tells PEOPLE. “She just wants him to be happy.” The source adds that Kardashian and West are focused on their kids amid the divorce proceedings. “Kanye is keeping things amicable with Kim so the kids can be happy,” the source says. “They have been spending time together as a family.”

That’s nice that they can hang out together and everyone is civil. Maybe Kim will even ask Kanye what he thinks of her alleged new brand name. Although she could be holding that information close to her chest to prevent anyone from asking: “SKKN? Is that because you can’t legally call it SKIN? Because all the Photoshop you use technically disqualifies it as human skin?”

Pic: Instagram