THE WHAT? Kim Kardashian West has filed a trademark for the name SKKN, according to a report by TMZ.com. 

THE DETAILS The documents obtained by the site state that the reality star wants to use the name for hair care, make-up, skin care, nails and other beauty products. 

The new trademark follows her team buying the SKKN.com website and taking over the namesake social media handle in December 2020. 

The star’s team previously filed an application for SKKN by Kim, which highlights the name has been shortened ahead of the launch. 

THE WHY? Kardashian West has recently shut down operations of her KKW Beauty brand, citing a major brand overhaul. The SKKN trademark indicates a new direction for the beauty entrepreneur.