Kim Kardashian has announced plans to shut down her incredibly lucrative trademark KKW Beauty in favor of a "completely new brand".
Taking to her Instagram story, she promised her 234 million followers the re-branding would entail "modern", "innovative" and "sustainable" formulas and packaging.
The 40-year-old mom-of-four, who filed for divorce from Kanye West in February, said in the lengthy post: "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.
"On August 1st at midnight, we will be shutting down the KWBeauty.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."
The reality star continued: "I’m excited to continue to develop and expand my product range and for you to finally be able to experience it the way that I have always envisioned.
"In addition, my team is hard at work to improve the customer shopping experience where you will be able to purchase my beauty and cosmetic offerings in all categories from one single website. Thank you so much for being on this incredible journey with me, and I promise we won't be gone for too long."
KKW Beauty was launched in June 2017 and boasts a selection of contouring kits and perfumes.
In April, Forbes reported that the businesswoman had an estimated net worth of $1 billion.
According to the publication, Kim's staggering wealth is thanks to KKW Beauty, her shapewear and loungewear line SKIMS, the money she earned from Keeping Up with the Kardashians, her social media sponsorships, endorsement deals, and other investments.
She also managed to earn an additional $200 million after selling roughly 20% of KKW Beauty to Coty.
Per People, Kim said in a press release at the time: "Partnering with an established organization like Coty will be instrumental in the advancement of my brands as their global reach allows for faster expansion so people around the world are able to experience new launches first hand.
"This relationship will allow me to focus on the creative elements that I'm so passionate about while benefiting from the incredible resources of Coty, and launching my products around the world."
