Kim Kardashian
Kim Kardashian

Kim Kardashian West is using Full Picture PR for her $200M alliance with COTY Inc. to expand her KKW Beauty's product line and open new market categories.

Her team will lead all creative efforts including communications, building on Kardashian West's 300M followers across social media and her standing as a major influencer among beauty consumers worldwide.

“Kim is a true modern-day global icon. She is a visionary, an entrepreneur, a mother, a philanthropist, and through social media has an unparalleled ability to connect with people around the world," Peter Harf, Coty CEO, said in a statement.

Coty, which will take a 20 percent stake in KKW Beauty, acquired a 51 percent stake in Kardashian West’s half-sister Kylie Jenner’s brands in January.

Christy Welder, executive VP at Full Picture, handles the Kardashian West deal. Prior to Full Picture, she was a VP at HL Group and special events manager for Bergdorf Goodman.

Desiree Gruber launched Full Picture, which has entertainment, beauty and fashion accounts, in 1999.

It has offices in Los Angeles and New York and has represented clients such as Condé Nast Entertainment, Google, AOL and Victoria's Secret.

Gruber was the executive producer of fashion reality show Project Runway that was hosted by supermodel Heidi Klum from 2004 to 2017.