Kim Kardashian reveals real reason for rebranding KKW brands

April 12, 2022

Kim Kardashian is starting over in more ways than one.

The reality star chatted with Amanda Hirsch, host of the “Not Skinny But Not Fat” podcast, on Tuesday, touching on a number of topics — including why she decided to re-brand her beauty lines.

Kardashian, 41, launched her KKW Beauty and KKW Fragrance brands in 2017 — plus announced an upcoming skincare line that has yet to be launched — but shut them down in 2021 and recently announced her fragrance and makeup lines would be rebranding.

While many speculated that the Skims founder wanted to distance herself from the “W” in KKW, it turns out that the name change doesn’t actually have to do with her divorce from Kanye West.

Kim Kardashian and Amanda Hirsch — Kardashian posed with Amanda Hirsch, the host of “Not Skinny But Not Fat,” ahead of Tuesday’s episode.

“Everyone thinks like, ‘Oh my God, it’s just to get the ‘W’ off,’” she said in the interview.

“What I really wanted to do was, I felt so bad that the customer had to go from KKW Beauty, then would go to KKW Skin, then would go to KKW Fragrance — that’s shipping costs at three different websites. And I felt so bad. And then Skims, you know what I mean? So I wanted one beauty brand.”

In fact, a source told Page Six Style in July 2021 that West was helping with the rebrand.

Adding it excited her to start from scratch, “The Kardashians” star shared, “It’s like starting my own brand … that makes me so happy. It’s just like, I love the process of the whole thing of starting something new.”

Kim Kardashian bikini — In August 2021, KKW Beauty posted a statement that the company was “working on a new, more modern, elevated and sustainable brand.”

The KKW Fragrance Instagram account echoed her words in a statement about the rebrand earlier this month, with Kardashian posting:

“On May 1st at midnight, KKW Fragrance will be shutting down the website so that we can relaunch fragrance in the future under a brand new name — and under a new web store where you can purchase from all beauty categories under one site.”

The beauty mogul added, “Thank you from the bottom of my heart for your loyalty and love these last few years. I cannot wait to introduce you to the next chapter of my fragrance journey — I promise I won’t be gone for too long.”

Kim Kardashian bathing suit — “That’s not it,” Kardashian said, referring to changing the KKW brand names because of her divorce.

Other revelations during Kardashian’s podcast chat? She and West “went about eight months without even speaking to each other at the beginning of the divorce,” but Kardashian is confident they’ll end up in a better place.

“We’re always family,” she said. “We’re always gonna have so much love, and we love our kids, and we both love the time we spent together.”