If you thought 2021 was brimming with brand new celebrity beauty lines (Hailey Bieber, Priyanka Chopra, Harry Styles, Machine Gun Kelly… the list goes on), then brace yourself for 2022.

Kicking the year off with the first major A-list launch is Kim Kardashian. Confused, we were too. KKW Beauty already exists, right? Well, sort of. Never one to miss an entrepreneurial opportunity, Kardashian is giving her old KKW Beauty line a total overhaul – think new products, new packaging, and, more significantly, an entirely new name. In fact, KKW Beauty doesn’t actually exist anymore.

Enter SKKN. In line with her recent ‘single status’ filing as part of the divorce proceedings from husband Kanye West, the beauty mogul is rebranding her old beauty line that referred to the initials of her married name, Kim Kardashian West, and creating an entirely new beauty concept called SKKN.

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The line itself isn’t brand new news, in fact, WWD reported Kardashian filing a trademark for ‘SKKN by Kim’ back in March last year, however, it was originally rumoured to be a new skincare line in addition to KKW.
Since then, KKW has ceased to exist, with the brand’s Instagram account posting ‘We’re currently away working on a new, more modern, elevated and sustainable brand and customer experience – the way Kim has always envisioned’, in August 2021. Perhaps a few clues as to what SKKN will incorporate.
If the original trademark filing is anything to go by, SKKN will include a full roster of ‘skin care, hair care, nail care, and supplements categories,’ plus ‘skin and hair tools, as well as home products.’ In other words, Kim’s doing it all.

 

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As for the name, the mum of four is yet to reveal what SKKN stands for, however, in true Kardashian style, there has already been controversy attached to the new moniker. Owner of New York spa and beauty centre SKKN+, Cydnie Lunsford, is currently undertaking legal action against the 41-year-old, issuing a cease and desist letter for the unauthorized use of her brand name. Currently the issue remains unresolved.

Watch this space for more information on Kim’s SKKN rebrand as it happens.

This story originally appeared on ELLE UK.

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