KKW Beauty was temporarily shut down in 2021 so Kim Kardashian could relaunch it as a new brand with updated formulas, packaging, and a more modern, sustainable direction. In practice, the KKW Beauty site went offline, products were heavily discounted during the transition, and the beauty business later evolved into SKKN by Kim.

Quick Scoop

What happened in simple terms: KKW Beauty did not just “disappear”; it was paused and reworked into a broader beauty relaunch. Kim Kardashian said the goal was to come back with a “completely new brand” and one central shopping experience for beauty products.

Why it changed

  • The brand was originally launched in 2017 and grew quickly in contour, lips, eyes, and body products.
  • By 2021, Kim said she wanted new formulas, a more elevated look, and a more sustainable packaging approach.
  • Public reporting also noted that the rebrand came after Coty’s investment in the business, which had valued KKW Beauty at $1 billion.

What it became

KKW Beauty was folded into a newer beauty direction that later appeared as SKKN by Kim. More recently, reporting in 2025 said SKKN by Kim wound down operations as part of a consolidation plan, with products expected to be brought under the SKIMS umbrella.

Bottom line

If you were looking for KKW Beauty today, the short answer is that it was phased out as part of a rebrand, not simply abandoned. The brand’s footprint moved from KKW Beauty to SKKN by Kim, and then that line was later wound down in 2025.

Information gathered from public web reporting and portrayed here.