Coty have acquired a 20% stake in Kim Kardashian West’s brand KKW Beauty, for $200million.
Together, Coty and Kim Kardashian West will focus on entering new beauty categories and global expansion beyond existing product lines. This includes the development of her skincare line, which remains on track for an expected launch in fiscal year 2022.
Kim Kardashian West (and her team) will lead the creative efforts relating to both product and communications initiatives, which will build on her global reach capabilities through social media.
Coty will have the overall responsibility for the portfolio’s development (skincare, haircare, personal care and nail products), and will leverage its complex understanding of the industry, as well as its commercial and go-to-market expertise. Through this relationship each party will leverage its unique strengths to enhance a high growth, direct-to-consumer (DTC) first beauty brand. Products will be sold through luxury beauty retailers, and owned digital channels.
“I’m so proud of how the KKW brand has grown over the past four years, and I look forward to working with Coty for the next phase of innovation, advancement, and the ability to bring new launches to customers all around the world. This relationship will allow me to lead the development of the creative elements that I specialize in, while benefiting from the incredible resources of an established company like Coty.”- Kim Kardashian West in a Press Release