After sneaking onto the makeup market with Khroma Beauty by Kourtney, Kim and Khloe, the sisters Kardashian were slapped with an infringement case by the too-similarly named Kroma Beauty, a Florida-based brand that beat them to the punch. A preliminary injunction back in March meant that the girls’ products could not be sold at the Ulta, CVS, and Duane Reade stores that had already stocked them. Now, Boldface Licensing + Branding has opted to change the name simply to Kardashian Beauty and avoid any further drama.
Nicole Ostoya, CEO of Boldface, which manages the Kardashian’s line, told WWD, “We’re confident that it’s not the name that matters to our fans, but the Kardashian sisters’ commitment to making this line a true reflection of their love for cosmetics.” We’d guess that figuring out what to do with those truckloads of bronzer probably had something to do with it, too.
According to WWD, the current stock of Kardashian products will still be sold under the Khroma name, which might just mean they’ll be eBay-worthy collectors’ items in a few years. The renamed Kardashian Beauty line will hit shelves in three to four weeks.