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CosBeauty Magazine #94

CosBeauty is the #BeautyAddict's guide to lifestyle, health and beauty. In this issue: - Professional makeup hacks - DIY party hair - 30+ products for that perfect sunless tan - The 2022 guide to face tweakments - The rise of the celebrity beauty brand - Our Christmas gift guide

CosBeauty is the #BeautyAddict's guide to lifestyle, health and beauty.
In this issue:
- Professional makeup hacks
- DIY party hair
- 30+ products for that perfect sunless tan
- The 2022 guide to face tweakments
- The rise of the celebrity beauty brand
- Our Christmas gift guide

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FEATURE<br />

END OF AN ERA;<br />

KKW BEAUTY<br />

SHUTTING DOWN<br />

In July 2021, Kim Kardashian<br />

announced that was shutting down<br />

KKW Beauty in order to relaunch the<br />

line under a ‘completely new brand’.<br />

‘To our loyal customers, it all started<br />

with a contour kit and expanded to<br />

eyes, lips, body and many incredible<br />

collections over the past four years,’<br />

she said in an IG post. On August<br />

1st at midnight we will be shutting<br />

down the KKWBeauty.com site so<br />

that we can come back to you under<br />

a completely new brand with new<br />

formulas that are more modern,<br />

innovative, and packaged in an<br />

elevated and sustainable new look.’<br />

Like her lil sis Kylie, the OG<br />

Kardashian sister catapulted off<br />

her fame and immense following<br />

to create KKW Beauty, leveraging<br />

influence and social media reach to<br />

sell US$14 million worth of makeup<br />

on her first day of sales, according to<br />

the Business of Fashion.<br />

‘With social media you can have<br />

a direct-to-consumer brand and if<br />

you market yourself and promote it<br />

the right way you can have a really<br />

successful business, something I don’t<br />

think people thought was possible<br />

five years ago,’ the reality star said at<br />

the 2018 Business of Fashion summit.<br />

The brand started with a single<br />

contour kit in 2017 and grew to<br />

an estimated valuation of US$100<br />

million. We can only assume Kim’s<br />

‘completely new brand’ will reach the<br />

same cult status.<br />

Rumour has it separate beauty and<br />

skincare lines from Kendall Jenner<br />

(beauty) and Kris Jenner (skincare) are<br />

also nigh… Watch this space!<br />

MOST BANKABLE CELEBRITY BRANDS<br />

Research by Cosmetify.com in 2021 has revealed the wealthiest celebrity<br />

beauty brands in the world.<br />

Celebrity Brand Revenue (USD)<br />

Rihanna Fenty Beauty $5,000,000,000<br />

Jessica Alba The Honest Company $300,500,000<br />

Kylie Jenner Kylie Cosmetics $200,000,000<br />

Lady Gaga Haus Laboratories $140,000,000<br />

Kim Kardashian KKW Beauty $100,000,000<br />

Selena Gomez Rare Beauty $60,000,000<br />

Gwyneth Paltrow Goop $45,000,000

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