Kim Kardashian West and Kylie Jenner both recently announced major rebranding overhauls of their beauty companies — and rumors about what's really going on abound.
that KKW Beauty's rename has nothing to do with those initials. Quoting a statement from an anonymous "source close to Kardashian West," the publication shared, "Kim is still Kim Kardashian West and has not changed her legal name. The rebrand has been in the works for some time.
But there is also speculation that these seemingly sudden rebrands are in response to legal troubles. In June of 2020,that Seed Beauty, the company that manufactures products for both KKW Beauty and Kylie Cosmetics, had filed a lawsuit in California against Coty Inc., the majority owner of Kylie Cosmetics and a 20% minority owner of KKW Beauty.
If it was these legal threats that did in fact prompt these latest brand overhauls, it would hardly be the first time a member of the Kardashian-Jenner family has been forced to undertake a brand pivot. Some might even say that they've built their entire empire on pivots and re-brands of sorts. In 2019, Kardashian West changed the name of her then-newly launched shapewear brand from Kimono to Skims when the former sparked criticism of cultural appropriation.
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