Beverley Hills-based Chroma Makeup Studio is allegedly threatening to sue the Kardashians for using a similar sounding name to christen their forthcoming cosmetics Khroma Beauty collection.

Chroma Makeup Studio says that news of Kardashians’ Khroma range has caused “widespread confusion” among its clients, and has been “damaging” to business.

According to TMZ, Michael Rey, the company’s co-founder, has hired a legal team and will pursue action if the reality stars fail to change their moniker.

A statement on the company website reads: “We believe that the Kardashians’ actions are damaging our business.

“Chroma Makeup Studio, which has a long-standing reputation for high quality color line cosmetics and services, is NOT endorsing low budget cosmetic products that will be sold in mass retail outlets.”

Kim, Kourtney and Khloe Kardashian announced their forthcoming range, Khroma Beauty, in June – an “affordable” line featuring false eyelashes, a “suite” of mascaras and “Kardazzle Compacts”.

Kim, Kourtney and Khloe Kardashian announced their forthcoming Khroma Beauty in June as an affordable line

An excited Kim Kardashian took to her blog to announce the news: “These are the brand new promo shots for our makeup line, Khroma Beauty! I can’t wait to share all of our amazing new products with you guys.”

She continued: “We’ve always wanted to release our own cosmetics line, so this is a dream come true.

“Our Lash Dash luxury lash collection will debut this holiday season, with more products coming in the new year.”

The December release, which will be exclusive to Ulta stores across the U.S., is being touted as a “special holiday assortment”.

A further launch, including even more products, will follow in January-February 2013.

The second round of products will include a Kurve Compact finishing powder, a pre-foundation treatment mask titled the Million Dollar Mask and an illuminator.

Chroma Makeup Studio has a long-standing reputation for high quality color line cosmetics and services

Kim Kardashian has become known for her flawless, glowing, and dewy looking skin; often using heavy layers of products to achieve an enviable “no-make-up” look.

She expressed her delight over the new venture in June, writing: “I’ve been waiting forever to be able to tell you guys and finally I can… my sisters and I are launching our own make-up line!!”

The sisters said in a press release: “We’re so excited. There’s a glam girl in all of us and it’s a dream come true to have our own makeup line and to share it with women around the world.”

Robin Coe-Hutshing, creative director of Khrome Beauty, said the line should prove affordable to fans.

“Kourtney, Kim and Khloe wanted to share their access to luxury formulas with their fans and our goal was to provide a prestige product range at very accessible prices,” she said.

Kim Kardashian added that she and her sisters have loved make-up from very early ages, and even Kylie Jenner, their half sister, tweeted this morning about being a huge Cover FX fan.

“Growing up we would play with my mom’s make-up and from a young age I always wanted to be a make-up artist!” Kim Kardashian wrote.

“Of course now make-up plays such a huge role in all of our lives, whether we’re on camera, at a shoot glammed up or just keeping it natural day to day and it’s a dream come true to be able to create our own line of products to share with you guys,” she continued.

“We can’t wait!!!! Xo”