In case you forgot, Kim Kardashian announced that she was shutting down her KKW Beauty line last July.
Last week, she also announced that her KKW Fragrance line would be shutting down on May 1 "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."
So, what gives? She finally explained the decision in an appearance on the Not Skinny But Not Fat podcast.
In case you've been wondering — it's not because she's dropping the "West" from her name after her divorce from Kanye West.
“Everyone thinks like, ‘Oh my god, it’s just to get the ‘W’ off,’” she said. “That’s not it.”
Kim explained that the rebrand was brought on because she "felt bad" that consumers had to pay "shipping costs at three different websites."
"I wanted one beauty brand,” she explained. “It’ll just be my beauty brand where you can [buy] everything beauty."
"It’s like starting my own brand. You know, like a new brand and that makes me so happy... I love the process of the whole thing of starting something new.”
We'll see where she lands with the new name. (You could always just do "Kim Kardashian Beauty!" I'm sure no one would mind.)
