Returning Kkw Fragrance: What's The Policy?

Kim Kardashian's KKW fragrance line has shut down, with plans to relaunch with a new name and website. The brand announced on Instagram that it would be closing operations on May 1, 2022, with a message from Kardashian herself, stating, Fragrance is deeply personal for me. I put my heart and soul into every bottle, and I'm so incredibly proud of every KKW Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017. The decision to shut down and relaunch follows a similar path taken by her KKW Beauty brand in 2021 and is partly influenced by her divorce from Kanye West, which led to a change in her initials.

KKW Fragrance is shutting down

In an Instagram post, captioned "A message from our founder", KKW Fragrance announced:

> "Fragrance as many of you know is deeply personal for me. I put my heart and soul into every bottle, and I’m so incredibly proud of every KKW Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017. Thank you from the bottom of my heart for your loyalty and love these last few years. I cannot wait to introduce you to the next chapter of my fragrance journey – I promise I won’t be gone for too long."

Kardashian's decision to temporarily shut down her fragrance brand follows a similar move with her KKW Beauty colour brand in 2021. The website for this brand is still offline, with a message stating:

> "We're currently offline - busy building a more modern, elevated, and sustainable brand with improved web experience. We are so grateful to our customers and community over the last four years, and cannot wait to share what we've been working on - and promise we won't be gone for far too long."

The decision to close down the KKW Fragrance line was also influenced by Kardashian's divorce from Kanye West, which was finalised on 2 March 2022. Fans are speculating that she will be dropping the 'W' from the brand name, which stands for her married name, Kim Kardashian West.

In the meantime, KKW Fragrance is offering customers 40% off sitewide until supplies last.

The brand will relaunch with a new name

Kim Kardashian's KKW Fragrance brand is shutting down, with the billionaire beauty entrepreneur announcing that she will be relaunching the brand with a new name and website. The decision to temporarily shut down operations of her fragrance brand follows the closure of her KKW Beauty colour brand in 2021.

In an Instagram post, captioned ‘A message from our founder’, the brand laid out its plans for the future. From 1 May 2022, KKW Fragrance will cease operations and is expected to return with a new name and website. The new name is likely due to Kim's divorce, which has resulted in a change of initials.

Kardashian wrote:

> “On May 1 at midnight, @kkwfragrance will be shutting down the website so that we can relaunch fragrance in the future under a brand new name — and under a new web store where you can purchase from all beauty categories under one site. Fragrance, as many of you know, is deeply personal for me. I put my heart and soul into every bottle, and I’m so incredibly proud of every KKW Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017. Thank you from the bottom of my heart for your loyalty and love these last few years, I cannot wait to introduce you to the next chapter of my fragrance journey — I promise I won’t be gone for too long.”

Kardashian closed her cosmetics and fragrance lines KKW Beauty and KKW Fragrance in August 2021 and April 2022 respectively as part of a rebrand. The company said both would return with a new name, formulations and website. The first part of the KKW Beauty rebrand was the launch of Kardashian's skincare line, SKKN By Kim, in June 2022.

The new name is due to Kim Kardashian's divorce

Kim Kardashian is shutting down her KKW Fragrance brand and relaunching it under a new name. The decision to temporarily shut down her fragrance brand follows the closure of her KKW Beauty colour brand in 2021. The change in name is due to Kim Kardashian's divorce from Kanye West.

Kardashian announced the news on her Instagram story, stating that from May 1st, 2022, the KKW Fragrance website would be shutting down. She intends to relaunch the fragrance line under a new name and a new web store where customers can purchase from all beauty categories under one site. The announcement comes after Kardashian was declared legally single from West in March 2022 and dropped the name West from her social media accounts.

Kardashian's statement on Instagram read:

> "Fragrance as many of you know is deeply personal for me. I put my heart and soul into every bottle, and I’m so incredibly proud of every KKW Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017. Thank you from the bottom of my heart for your loyalty and love these last few years. I cannot wait to introduce you to the next chapter of my fragrance journey — I promise I won't be gone for too long."

While the new name of the fragrance line has not yet been revealed, it is speculated that Kardashian will drop the 'W' from the brand name, following her divorce and legal name change back to Kim Kardashian. This speculation is supported by the fact that Kardashian applied for trademarks under the name SKKN by Kim in March 2021, just one month after filing for divorce. Additionally, a source close to Kardashian claimed that her ex-husband, Kanye West, helped come up with the new name and that the decision "has nothing to do with dropping the W in KKW."

Kardashian has not disclosed when the new fragrance line will be launched, but she promised that she "won't be gone for too long."

The new website will be a one-stop shop for all beauty products

KKW Fragrance Returns

The KKW Fragrance Journey

Kim Kardashian-West launched her namesake brand KKW Fragrance in 2017. Unlike other celebrity perfumes, KKW is the owner, concepter, and distributor of her scents. She leveraged social media and cutting-edge press kits to communicate her scents, which are primarily sold direct-to-consumer.

The Relaunch

On May 1st, 2022, KKW Fragrance shut down its website to relaunch with a new name and website. In an Instagram post, Kim Kardashian announced:

> "Fragrance is deeply personal for me. I put my heart and soul into every bottle, and I'm so incredibly proud of every KKW Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017. Thank you from the bottom of my heart for your loyalty and love these last few years. I cannot wait to introduce you to the next chapter of my fragrance journey – I promise I won't be gone for too long."

The New Website

What to Expect

While we don't know exactly when the new website will launch or what it will be called, we can expect new fragrances and beauty products from Kim Kardashian. The new website will likely feature modern and sustainable branding and packaging, following in the footsteps of her younger sister, Kylie Jenner's, beauty brand relaunch in 2021.

KKW Fragrance products were 40% off while supplies lasted

The sale was announced in a post on the KKW Fragrance Instagram account, which read:

> "Fragrance as many of you know is deeply personal for me. I put my heart and soul into every bottle, and I’m so incredibly proud of every KKW Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017. Thank you from the bottom of my heart for your loyalty and love these last few years. I cannot wait to introduce you to the next chapter of my fragrance journey — I promise I won't be gone for too long."

Kardashian also said that she wanted to create a single website where customers could buy all her beauty products. The KKW Fragrance website would close so that the brand could relaunch under a new name and website, where "you can purchase from all beauty categories under one site".

The decision to shut down the KKW Fragrance website followed the closure of the KKW Beauty colour brand in 2021. KKW Fragrance is partly owned by beauty giant Coty, which bought a 20% stake in Kardashian's beauty and fragrance empire for $200 million. Coty also owns a majority stake in KKW Fragrance's sister brand, Kylie Cosmetics, which relaunched with a 'clean' and vegan marketing message in 2021.

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