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Just 15 hours ago, Kim Kardashian announced via her KKW Beauty business account that the brand will be closing its doors at the end of this month.

Kim Kardashian KKW Beauty

The celebrity wowed fans as she bid farewell to her cosmetics brand KKW Beauty. Founded in 2017, the beauty line became a must-have for make-up lovers, as it included everything from countouring kits to body make-up, cosmetic accessories and eyeshadow palettes. It also catapulted Kim K‘s career as an entrepreneur. But this is not a final farewell. As she confirmed on the brand’s IG account, the brand will soon return with new formulas and sustainable packaging. The aim is to create a single website that brings together a wide variety of products.

“I’m excited to continue to develop and expand my product range and for you to finally be able to experience it in the way I’ve always imagined,” Kim wrote in the post.

Is this a marketing ploy, or does Kim want to get rid of the W in KKW Beauty, as it is her ex-husband West‘s initial?

What we do know is that, from today, the products are on offer with a 20% – 75% discount on the entire website, while stocks last. You can find them until the 1st of August.