The Kardashian girls rename their make up line

13th June, 2013 - Posted by Lia - No Comments


Kim, Kourtney and Khloe Kardashian have always had the vision to open up a number of fashion stores, launch a perfume and their own make up line. The girls behind the Dash store are finally launching their own beauty brand, but not without its complications.

Kardashian Makeup

To anyone who has seen the Keeping Up With The Kardashians TV series will know that things are not always smooth between the sisters, and that agreeing on something, anything, can be a challenge at the best of times, but in this case, it looks like the girls have finally settled on a name for their line.

Formally named Khroma Beauty, the girls have decided to change the name to Kardashian Beauty after they got into a legal spot of bother after Lee Tillet Inc., who owns the Kroma Makeup range took legal action against the Kardashians over the rights to the brand’s name.

Back in June 2012, Lee Tillett Inc. who own the original Kroma Makup sent the parent company behind the Kardashians’ Khroma Beauty’s parent company, Boldface Licensing + Branding, a cease-and-desist letter accusing them of stealing the Kroma Makeup brand name.


The name change will save the Kardashians a hefty multi-million dollar fine, since Kroma Makeup were seeking $10 million dollars in damages.

“I developed the Kroma line myself,” said the woman behind Kroma Makeup, “built my business though my own hard work and took the legal steps necessary to protect it.”

“I have been forced into a legal battle with the Kardashians simply because they have decided to take something that doesn’t belong to them,” she added.


While the rebranding has meant a set the Kardashians back in releasing their product, it looks like it was the final solution that meant all the parties were happy in the end. There has been a lot of controversy since some claim Kim wasn’t ignorant of Kroma Makeup’s name, but for now it looks like the issue has been put to bed.


Nicole Ostoya, who is the license holder for Kardashian Beauty said: “Boldface, along with Kourtney, Kim and Khloe Kardashian are looking to the future and see this change as a positive move forward. 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.

It looks like things are back on track, and Kardashian Beauty is going to be hitting the shelves in a matter of weeks, with stocks being carried in Duane Reade, CVS and Sears.