Anisha Riggs
In 2022, Kim Kardashian closed her KKW Fragrance website, following a similar move by KKW Beauty in August 2021. KKW Fragrance was launched in 2017, and the brand announced that it would be closing its website to prepare for a relaunch under a new name. KKW Beauty and KKW Fragrance were successful cosmetics and perfume lines, with KKW Beauty generating revenues of over $100 million in 2020. Kardashian has since confirmed that she is bringing back her KKW Beauty makeup and fragrance lines under the SKKN umbrella.
| Characteristics | Values |
|---|---|
| Reason for shutdown | Kim Kardashian's initials changed after her divorce |
| KKW Beauty shutdown date | August 2021 |
| KKW Fragrance shutdown date | April 2022 |
| KKW Fragrance shutdown time | Midnight on May 1, 2022 |
| Relaunch | Yes, under a new name and web store |
| Relaunch date | Unknown, but Kim Kardashian stated, "I won't be gone for too long" |
| Owner | Kim Kardashian sold a 20% stake to Coty in January 2021 |
| Sales | Estimated at $107 million |
| Products | Cosmetics, skincare, and fragrances |
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What You'll Learn
- KKW Beauty and KKW Fragrance closed in 2021 and 2022 respectively
- Kim Kardashian sold a 20% stake in KKW Beauty and KKW Fragrance to Coty
- The closure of KKW Beauty and KKW Fragrance was due to a change in Kim Kardashian's initials
- KKW Fragrance products were 40% off until supplies lasted
- KKW Beauty and KKW Fragrance will be relaunched under the SKKN umbrella
KKW Beauty and KKW Fragrance closed in 2021 and 2022 respectively
KKW Beauty and KKW Fragrance are Kim Kardashian's cosmetic and fragrance lines. KKW Beauty was founded in 2017 and offered a range of cosmetics, skincare, and fragrances. KKW Fragrance was also founded in 2017 and has launched successful perfumes such as KKW Body, which was a finalist in the Fragrance Foundation's Fragrance of the Year and Packaging of the Year categories.
In 2021, Kim Kardashian sold a 20% stake in KKW Beauty and KKW Fragrance to Coty for $200 million. Coty's CEO, Sue Y. Nabi, expressed excitement about the acquisition, highlighting the mutual benefits and value creation potential.
However, in August 2021, KKW Beauty announced that it would be closing its website and rebranding. The brand removed all previous posts from its Instagram grid and did not provide any updates for a while. This was followed by a similar announcement from KKW Fragrance in April 2022. The fragrance brand also offered a clearance sale, with 40% off on all products until the end of April.
Both KKW Beauty and KKW Fragrance closed in 2021 and 2022, respectively, with Kim Kardashian focusing solely on skincare through her prestige skincare line, Skkn by Kim, launched in June 2022. However, in 2024, Kim Kardashian teased the return of her makeup and fragrance lines, suggesting that she would be bringing back KKW Beauty and KKW Fragrance under the SKKN umbrella.
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Kim Kardashian sold a 20% stake in KKW Beauty and KKW Fragrance to Coty
KKW Beauty, a cosmetics, skincare, and fragrances brand, was founded by Kim Kardashian West in 2017. The brand debuted with colour cosmetics and fragrances, and later expanded to include skincare products. In January 2021, Kim Kardashian sold a 20% stake in KKW Beauty to Coty Inc., a global beauty company, for $200 million. This transaction provided Coty with a minority share in the business, allowing them to leverage their respective strengths for mutual benefit and value creation.
At the time of the sale, Sue Y. Nabi, Coty’s CEO, expressed her enthusiasm for the acquisition, highlighting Kim's passion for beauty products and her influence in the industry. Coty recognised the potential for combining Kim's global following and trend-reading abilities with their expertise in product positioning, distribution network, and resources. This strategic partnership aimed to drive growth and expansion for KKW Beauty.
In August 2021, KKW Beauty posted on its Instagram grid that it would be shutting down and rebranding, following in the footsteps of its sister brand, KKW Fragrance, which made a similar announcement in April 2022. The fragrance brand, which had been around since 2017, also planned to relaunch under a new name and web store. During this transition period, both KKW Beauty and KKW Fragrance offered clearance sales to their customers.
The decision to shut down and rebrand KKW Beauty and KKW Fragrance was likely influenced by changes in Kim Kardashian's personal life, including her divorce, which resulted in a change to her initials. Additionally, the closure of these brands aligned with Kim's shift in focus towards skincare. In June 2022, she launched a prestige skincare line called Skkn by Kim, marking a temporary pause in her cosmetics and fragrance endeavours. However, Kim has since teased the return of her makeup and fragrance lines, suggesting that she is working on a new and improved brand experience for her fans.
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The closure of KKW Beauty and KKW Fragrance was due to a change in Kim Kardashian's initials
KKW Beauty, founded by Kim Kardashian, is a cosmetics, skincare, and fragrance brand that debuted in 2017. The company has been successful, with revenues estimated to be above $100 million in 2020. KKW Fragrance, Kim Kardashian's perfume brand, has also proven to be a successful business venture since its launch in 2017. In 2021, Kim Kardashian sold a 20% stake in both KKW Beauty and KKW Fragrance to Coty for $200 million.
Following the sale of a minority share to Coty, the CEO, Sue Y. Nabi, commented on the need to change the brand's trademark, alluding to Kim Kardashian's name change after her divorce. This was further supported by Kim Kardashian's Instagram post, where she hinted at the personal nature of her fragrance brand and the need for a relaunch. The closure of both KKW Beauty and KKW Fragrance allowed for a period of rebranding and reformulating, with Kim Kardashian focusing solely on her skincare line, Skkn by Kim, during this time.
The change in Kim Kardashian's initials following her divorce directly influenced the closure and rebranding of KKW Beauty and KKW Fragrance. While the businesses were temporarily shut down, fans were excited about the potential for new and improved product lines. Kim Kardashian's influence and business acumen, combined with Coty's expertise and resources, set the stage for a successful relaunch of her beauty and fragrance ventures under the SKKN umbrella.
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KKW Fragrance products were 40% off until supplies lasted
KKW Fragrance, Kim Kardashian's fragrance brand, was offering a 40% discount on all its products until supplies last. The brand announced that it would be closing its website to prepare for a relaunch under a new name. The announcement was made in April 2022, and the website was set to shut down on May 1, 2022.
The brand shared that they were working on a "new, more modern, elevated, and sustainable brand and customer experience." This decision to relaunch under a new name was likely influenced by Kim Kardashian's divorce, as her initials had changed. The perfume brand, which debuted in 2017 with the launch of Crystal Gardenia, followed in the footsteps of KKW Beauty, which posted a similar message in August 2021.
The clearance sale offered customers great deals on the existing products, and the response from followers was mixed. Some fans shared their enthusiasm for the potential relaunch, while others speculated that the name change was due to Kim Kardashian's divorce. Many begged Kardashian to bring back body products when the relaunch happened.
The KKW Fragrance website remained active until May 2022, and during this time, customers could take advantage of the 40% discount on all products until supplies lasted. This sale was a chance for fans to stock up on their favorite KKW Fragrance products before the brand's temporary closure. It is important to note that Kim Kardashian has since confirmed that she is bringing back her KKW Beauty makeup and fragrance lines under the SKKN umbrella.
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KKW Beauty and KKW Fragrance will be relaunched under the SKKN umbrella
KKW Beauty and KKW Fragrance, the cosmetics and fragrance lines of Kim Kardashian West, were closed in August 2021 and April 2022, respectively. The decision to shut down these brands was made following Kim's divorce, as her initials had changed. In addition, the brands were to be reformulated, repackaged, and rebranded.
In June 2022, Kim launched a prestige skincare line called Skkn by Kim. This line solely focused on skincare and was a departure from her previous cosmetics and fragrance offerings. However, Kim has since teased a return to the makeup and fragrance space, indicating that she is not completely done with these product categories.
In a video posted to her Instagram in January 2024, Kim read out comments from fans expressing their sadness about the closure of KKW Beauty and KKW Fragrance and asking for their return. This interaction sparked speculation about a potential comeback for these brands.
Kim Kardashian West finally confirmed these speculations on Twitter, announcing that she is bringing back her KKW Beauty makeup and KKW Fragrance lines under the SKKN umbrella. This new chapter in her fragrance and makeup journey will be a relaunch under a new brand name and a new web store. The products are expected to launch in 2025, and fans are eagerly awaiting more details about this exciting development.
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Frequently asked questions
KKW Beauty was closed in August 2021. The brand was relaunched as SKKN by Kim. Coty owns a 20% stake in the company.
KKW Fragrance was closed in April 2022. The brand will be relaunched under a new name and web store.
KKW Beauty was closed to prepare for a relaunch under a new name. The brand also wanted to focus on skincare.
KKW Fragrance was closed to prepare for a relaunch under a new name. The brand also wanted to create a more modern, elevated, and sustainable brand and customer experience.
