Kim Kardashian is revamping her KKW Beauty line & starting a home-goods line


I’ll admit that I didn’t think Kim Kardashian’s beauty line would be very successful. I thought she was just copying Kylie Jenner’s cosmetics-company model and putting her own “Kim” spin on it. But KKW Beauty is pretty successful, I guess. Coty bought a 20% stake in KKW Beauty for $200 million, meaning that on paper, KKW Beauty is worth a billion dollars. Personally, I think Kim’s biggest brand is probably Skims, her shapewear and loungewear line, but sure, KKW Beauty is still doing things. Now TMZ reports that KKW Beauty is getting a makeover:

The KKW Beauty brand is getting a makeover … shutting down its online operations to re-launch with a totally new look. Sources close to the situation tell TMZ — Kim Kardashian West’s brand continues to be immensely successful, and that alone is sufficient enough a reason why it’s not going anywhere, but some major changes are coming.

We’re told the plan is to switch out to new packaging, new formulas and, of course, a new brand identity. Kim said as much with Tuesday’s announcement … saying the brand will consist of new formulas that “are more modern, innovative, and packaged in an elevated and sustainable new look.”

There was speculation Kim K’s plans to shut down the KKW Beauty website was a prelude to her dropping West from her name … but we’re told that’s not the case, her name has not changed. We’re told Kim’s remaining as involved as ever in the company … in conjunction with her new partners over at Coty Inc. As we reported … Kim’s brand hit the billion-dollar mark following a new deal with the cosmetic conglomerate, which forked over $200 million for a 20% stake in KKW’s biz.

[From TMZ]

So wait… is Kim still going to use “West” professionally? I know it would be a pain in the ass to drop “West” from her name professionally and privately, but still? I guess that’s the “brand” though – after all, Kris Jenner still uses “Jenner” (and “Kardashian” sometimes). Anyway, I wanted to talk about this KKW Beauty rebrand because this little item cropped up in Us Weekly:

Kim Kardashian is getting into the booming home goods business. “Kim will be ready to announce the first drop of her home line in a couple of weeks,” a source tells Us. Kim is excited about her new venture – “it’s something she’s been working on for over a year now. She’s going to launch several candles, room scents, throws and decorative items to start.”

The source says the second phase of the new project will also include furniture for every room of the house. “Kim’s design aesthetic is luxe minimalist,” the source says. “Think lots of neutral colors, with extravagant textures.”

[From Us Weekly, print edition]

So this was what she was doing instead of studying for the baby bar, which she flunked twice. She was building her Martha Stewart-esque empire of glam-minimalist home goods. How many textured white throw pillows will she sell? How many people want their homes to smell like a Kardashian?


Photos courtesy of KKW Beauty’s Instagram.

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20 Responses to “Kim Kardashian is revamping her KKW Beauty line & starting a home-goods line”

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  1. Merricat says:

    In a range of colors from white to taupe!

  2. Robyn says:

    I’m surprised that she’s not dropping West professionally tbh. And please…no more home goods. There’s enough garbage choking the planet already.

  3. Tom says:

    Those lips look like they hurt. The spray tan must come off on those minimalist pillows.


  4. Monette says:

    TOO MANY! I’ve been waiting for 10 years for tjeir 15 min to end, but unfortunately people buy what they are selling.
    Depressing, ain’t it?!?

    • Noki says:

      The advantage the K Klan has is that they are so many. They cant disappear like Paris Hilton because somebody will do something for attention and the fact that they have about 10 + kids who will take over ,they will be around for decades.

  5. The Other Sarah says:

    My take is that when Coty bought Kylie and KKW, they discovered any of the following are true: the ingredients were shady; the packaging made claims that could not be proven if challenged in a false advertising lawsuit; the ingredient list was incorrect. I do not think it is a coincidence that both Kylie’s brand and Kim’s brand announced a revamp within days of each other.

    • AnnaC says:

      I also read several reports that Coty didn’t do their due diligence on the financials for both brands. Kris Jenner lead the deal, the value was inflated and Coty significantly overpaid; also while the brands are successful the revenues have not met expectations/projections, stockholders are not pleased but they invested too much so are stuck and efforts to find a buyer have been unsuccessful.

    • Dana says:

      Both Kylie & KKW were originally owned by Seed Beauty (home to Colourpop). Seed is suing Coty over the deal because of protected formulas.

  6. Kviby says:

    The home goods will be made in China I’m guessing. I hope to hear from a celebrity actually selling things made in a non controversial way someday (like locally with worker’s rights and ecologically minded)

  7. ME says:

    Yeah I am sure she spent the last year designing pillows and furniture lol. She has people that do EVERYTHING for her. Her job is to tweet and take selfies. That is all. Come on now. This woman is addicted to three things…plastic surgery, fame, and money.

  8. Anna says:

    So the home goods are another way she used KW influence and access to get to know top designers and a particular kind of art world, minimalist style, now she will re-package for the masses and make billions. Sigh. And all I want is to pay off my student loans…

  9. Jules says:

    please world, stop buying their krap

  10. Size Does Matter says:

    What do we suppose Thirst will smell like?

  11. You Know Me says:

    Ugh. Go away Ktrash Klan – USA is sick to death of you

  12. Mee yo says:

    I actively avoid even bumping into any of their products at ULTA. I don’t look or touch it. For fear their vacuousness will infect me through touch. I’m tired of their blackfishing.