The founder of the KKW makeup label announced on Instagram on Tuesday that the brand’s website will temporarily shut down on August 1 to make way for a “completely new brand with new formulas that are more modern, innovative and packaged in an elevated and sustainable new look.” Kardashian West — who signed the note with both her last name and that of her soon to be ex-husband, Kanye West — also said the relaunched site will sell both her beauty and fragrance in one place. Both categories are currently branded as KKW but sold separately.

In January, beauty conglomerate Coty completed its $200 million minority investment in the beauty brand, finalising a deal struck in 2020 to expand the brand into new regions and categories, including skin care.