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Kim Kardashian has launched a new skincare line

The rebranding of KKW Beauty might coincide with the launch of SKKN

Kim Kardashian has launched a new skincare line The rebranding of KKW Beauty might coincide with the launch of SKKN

Kim Kardashian is about to revolutionize and eventually expand her beauty empire by entering the skincare business.  The CEO of Coty Inc., Sue Y. Nabi, the company that acquired a 20 percent stake in KKW Beauty a couple of years ago, confirmed to Business of Fashion the arrival of a skincare line between 1 April and 30 June 2022: 

"We are focusing on skincare. We really wanted to create something disruptive and top-notch in terms of quality and ingredients. So we are focusing on making this a huge success and then we will see for the other categories later."

On July 9 2021, Kim filed documents at the U.S. Patent and Trademark Office for SKKN, a brand that will include skincare and makeup products, hair care, nail essentials, fragrances, supplements, candles and more. In fact, it's a sort of simplified version of SKKN by Kim that the businesswoman had already filed last March 30, driving her fans crazy as they expected the imminent arrival of creams and tonics created by Kardashian. After months in which nothing happened, now the debut of the new project seems to be getting closer and closer and, according to rumors, it could coincide with the end of KKW Beauty. Earlier this month, in fact, Kim announced in a long post that the brand's website was shutting down on 1 August:

"On August 1 at midnight, we will be shutting down the 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."

After sharing the news with her fans and before launching the sales, Kim recalled how it all started with a single product, the Crème Contour and Highlight Kit. Sold out in a few hours, that kit that taught how to replicate the famous sculpted look of the most popular in the Kardashian-Jenner clan has generated millions of dollars and, over the years, along with lipsticks, eye shadow palettes and other items of KKW Beauty has allowed the founder to enter the list of Forbes USA billionaires.

The KKW Beauty website is still down with a message that reads: "We’re currently away working on a more modern, elevated, sustainable brand and customer experience - the way Kim has always envisioned." The new informations reported by BoF, however, heralds the imminent arrival of a new addition to Kim Kardashian's beauty range and raises curiosity about the new skincare products. Will SKKN beat the Kylie Cosmetics hype? We will find out in the coming months.