It's the end of an era.

After four years of KKW Beauty in our lives, Kim Kardashian is breaking our hearts with her latest update on the brand. The reality star has announced that the beauty brand is being completely shut down from August 1st, but there is a positive to take from all of this. While the brand may be leaving us, Kim isn't going anywhere as the 40 year old revealed that she will be launching a brand new with a brand new look. Taking to Instagram, Kim posted a statement on the KKW Beauty account to explain exactly what will be happening with the future of the brand. "To our loyal customers, It all started with a contour kit and expanded to eyes, lips, body, and many incredible collections over the past four years," she said. "On August 1st at midnight we will be shutting down the KKWBeauty.com site so that we can come back to you under a completely new brand with new formulas that are more modern, innovative, and packaged in an elevated and sustainable new look." "I'm excited to continue to develop and expand my product range and for you to finally be able to experience it the way that I have always envisioned." She went on to say that the revamp of her brand is only about to get bigger and better, changing how her customers shop online. "In addition, my team is hard at work to improve the customer shopping experience where you will be able to purchase my beauty and cosmetic offerings in all categories from one single website," Kim added. "Thank you so much for being on this incredible journey with me, and I promise we won't be gone for too long." Many fans are convinced that she's shutting down the business after her split from Kanye, wanting to disassociate from the West part of the brand's name but sources told TMZ that this isn't the case.