When Kim Kardashian announced the upcoming rebrand of her cosmetics company, KKW Beauty, some fans speculated she may be dropping the “W” from its name due to her split from ex-husband Kanye West. But in fact, West has actually been the one helping Kardashian with her beauty brand upheaval, Women’s Wear Daily reports.
A source told WWD that Kardashian’s rebrand “has nothing to do” with her divorce or dropping the “W” from its name — although a new brand name is coming.
“Kim is still Kim Kardashian West and has not changed her legal name,” the source said. “The rebrand has been in the works for some time. Kanye actually helped Kim come up with the new name and the packaging,” the insider said. “Innovative formulas and even the shopping experience of being able to shop all categories in beauty and cosmetics under one brand, one website has always been Kim’s vision from the beginning. She is incredibly excited about this next phase.”
Kardashian, 40, filed for divorce in February after almost 7 years of marriage. The two share four kids: daughters North, 8, and Chicago, 3, plus sons Saint, 5, and Psalm, 2.