CosBeauty Magazine #94

FEATURE
END OF AN ERA;
KKW BEAUTY
SHUTTING DOWN
In July 2021, Kim Kardashian
announced that was shutting down
KKW Beauty in order to relaunch the
line under a ‘completely new brand’.
‘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,’
she said in an IG post. 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.’
Like her lil sis Kylie, the OG
Kardashian sister catapulted off
her fame and immense following
to create KKW Beauty, leveraging
influence and social media reach to
sell US$14 million worth of makeup
on her first day of sales, according to
the Business of Fashion.
‘With social media you can have
a direct-to-consumer brand and if
you market yourself and promote it
the right way you can have a really
successful business, something I don’t
think people thought was possible
five years ago,’ the reality star said at
the 2018 Business of Fashion summit.
The brand started with a single
contour kit in 2017 and grew to
an estimated valuation of US$100
million. We can only assume Kim’s
‘completely new brand’ will reach the
same cult status.
Rumour has it separate beauty and
skincare lines from Kendall Jenner
(beauty) and Kris Jenner (skincare) are
also nigh… Watch this space!
MOST BANKABLE CELEBRITY BRANDS
Research by Cosmetify.com in 2021 has revealed the wealthiest celebrity
beauty brands in the world.
Celebrity Brand Revenue (USD)
Rihanna Fenty Beauty $5,000,000,000
Jessica Alba The Honest Company $300,500,000
Kylie Jenner Kylie Cosmetics $200,000,000
Lady Gaga Haus Laboratories $140,000,000
Kim Kardashian KKW Beauty $100,000,000
Selena Gomez Rare Beauty $60,000,000
Gwyneth Paltrow Goop $45,000,000