KIM Kardashian will “drop West from KKW Beauty” when she relaunches the brand following her divorce from Kanye West, The Sun can reveal.
The KUWTK star shocked fans on Tuesday as she announced her famed cosmetics line will temporarily shut down and undergo a dramatic makeover.
The massive company shift will also include a complete name change to reflect her “independence” after Kim's split from Kanye, The Sun can exclusively reveal.
An insider explained: “She feels the strongest and most independent she's felt in her life so she wants this brand to feel completely hers now.
“In order to do that she obviously needs to drop the 'West' part from the branding.
“Kanye wants it to succeed so he was supportive of the decision and at the end of the day, he also seemed happy to disassociate from the brand."
The source continued to claim: "Lack of sales haven't seemed like a huge concern for Kim or the team so that wasn't really a factor in the decision.
“But it definitely was talked about that this move would help since sales have plateaued in recent months. So they agree a shakeup certainly wouldn't hurt.”
The insider said that while makeup is “Kim’s passion,” she knows her brand only makes “a fraction” of her other business endeavors – like SKIMS or endorsements.
“But she has a huge love for makeup so she will keep it going, she's not quitting. It's not the end and she has A LOT of new ideas she hopes will make it grow even bigger.
“It will be unlike what her fans have ever seen before,” the source teased.
The informant also revealed that Kim has known she was “going to shut KKW down for months now” but it took time to figure out how to implement the changes to “do right by her employees.”
“She will keep her staff she has but how the company looks now is over, but the foundation of the company isn't going anywhere.
“And she will bring it back like she said, that wasn't just some cover,” the insider claimed.
However, a source told Women's Wear Daily that Kim’s rebranding "has nothing to do" with removing “West” as she has “still not changed her legal name.”
The outlet said: “The rebrand has been in the works for some time.
“Kanye actually helped Kim come up with the new name, the packaging, the formulas and even the shopping experience of being able to shop all categories in beauty and cosmetics under one brand, one website [which] has always been Kim’s vision from the beginning.
“She is incredibly excited about this next phase,” the insider added.
Yesterday, the 40-year-old reality star announced she is shutting down KKW Beauty and its website come August.
In a lengthy Instagram statement, she wrote: “To our loyal customers. It all started with a contour kit and expanded to eyes, lips, body and many incredible collections over the past four years.
“On August 1st at midnight we will be shutting down the KKWBeauty.com 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.”
She added: “I’m excited to continue to develop and expand my product range and for you to finally be able to experience it the way that I have always envisioned.
“In addition, my team is hard at work to improve the customer shopping experience where you will be able to purchase my beauty and cosmetic offerings in all categories from one single website.
“Thank you so much for being on this incredible journey with me, and I promise we won’t be gone for too long.”
The TV personality has been focused on business after filing for divorce from Kanye in February after seven years of marriage and four kids together.
Most recently, the entrepreneur has continued to elevate her SKIMS line, which was recently made the official loungewear for Team USA at the upcoming Tokyo Olympics.
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