THE WHAT? Kim Kardashian has shut down operations of KKW Beauty ahead of a major relaunch for the brand, according to a report by TMZ.

THE DETAILS The reality-star-turned-entrepreneur took to social media to state, “To our Loyal Customers, It all started with a contour kit and expanded to eyes, lips, body and many incredible collections over the past for years.
“On August 1st at midnight we will be shutting down the 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.” (sic)

Kardashian West is also working on streamlining the functionality of her websites, writing that after the hiatus consumers will be able to “purchase my beauty and cosmetic offerings in all categories from one single website.”

THE WHY? While news sites have speculated Kardashian West will be opting for a brand name change following the split from rapper Kanye West, TMZ has reported that is not the case.

Kardasian West said that the revamp is a way for fans to  “finally be able to experience it the way that I have always envisioned.”