(NEW YORK) — Kim Kardashian West is promoting a stake in her magnificence model for $200 million, in a deal that values the TV actuality star’s three-year-old enterprise at $1 billion.

The customer is Covergirl proprietor Coty Inc., which is able to get a 20% stake in KKW Magnificence. Coty appears to be enamored with the Kardashians: Final 12 months, it purchased a 51% stake within the make-up line began by Kardashian West’s youthful sister, Kylie Jenner.

“Kim is a real modern-day world icon,” mentioned Coty CEO Peter Harf, which is analogous to what he said about Jenner in November.

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Kardashian West, who stars on the long-running actuality TV present “Protecting Up with the Kardashians,” based KKW Magnificence in 2017 and tapped into her tons of of tens of millions of social media followers to promote lip gloss, physique basis and fragrance.

The 39-year-old will nonetheless promote KKW Magnificence on-line and can assist create new merchandise.

Coty plans to develop the model into extra international locations world wide and presumably into different classes, like pores and skin lotions and shampoos. It additionally hopes that the buzzy model can assist enhance gross sales and join with youthful customers who spend a whole lot of time on social media.

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Coty’s manufacturers, together with Max Issue make-up and Sally Hansen nail polish, can’t compete with KKW Magnificence’s attain. Max Issue, for instance, has 585,000 Instagram followers. KKW Magnificence has 4.Four million.

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Coty, which expects the deal to shut subsequent 12 months, didn’t reveal any gross sales knowledge for KKW Magnificence. Shares of New York-based Coty rose greater than 13% to shut at $4.74 Monday.

It’s been a busy summer time for Kardashian West’s household. On Friday, her husband Kanye West introduced a deal to design fashions for the Hole beneath his Yeezy model.

The publish Kim Kardashian West’s Beauty Brand Valued at $1 Billion After Selling Stake appeared first on TIME.


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