Is Kim Kardashian planning on renaming KKW Beauty brand?

Popular American reality TV star Kim Kardashian is up to rebrand her popular KKW Beauty brand. Reports are making rounds that the businesswoman may have coined up a new name for the brand overhaul.

As per the TMZ reported, the Keeping Up With the Kardashians star’s company has reportedly filed trademark documents to claim global rights to SKKN, which seems to be a new beauty line in the works.

It is apparent that the KK likely refers to the Skims founder’s initials. According to documents obtained by the media outlet, Kim, 40, intends to use the new name "on products for hair care, makeup, skin care, nails and other products in the beauty world."

Furthermore, TMZ reported that SKKN.com and @SKKN social media handles were claimed by Kim’s team in December 2020 indicating that the project has been in the works for a while.

Earlier, the supermodel had announced that her KKW Beauty website would be temporarily shutting down for re-branding purposes. Fans had speculated that she would drop the W from the company name due to her divorce from rapper Kanye West.

However, she clarified that it was not the case and that her estranged husband helped her with rebranding.