Anisha Riggs
Kim Kardashian's KKW Fragrance line is coming back! The perfume brand, which has been around since 2017, announced in April 2022 that it would be shutting down its website in May of that year to prepare for a relaunch under a new name and website. Kardashian confirmed on Twitter in June 2023 that the fragrance line will be returning under her SKKN brand, featuring new names, formulations, and a 'neutral' look. The products are expected to launch sometime this year.
| Characteristics | Values |
|---|---|
| Brand | KKW Fragrance |
| Owner | Kim Kardashian |
| Relaunch | Under a new name and website |
| Launch Date | 2017 |
| Previous Shutdown Date | May 2022 |
| Future Plans | To be sold under the SKKN brand |
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What You'll Learn
KKW Fragrance closed in April 2022
The decision to shut down KKW Fragrance followed a similar move by its sister brand, KKW Beauty, which temporarily closed in August 2021. The beauty line underwent a rebrand and later relaunched as SKKN by Kim, introducing a nine-piece skincare collection in neutral tones.
Kim Kardashian, the founder of KKW Fragrance, expressed her deep connection to the brand and her pride in its products and collaborations. She assured fans that she would not be gone for too long and that the closure was necessary to introduce the next chapter of her fragrance journey. During the closure period, a clearance sale was held, offering discounts on existing products.
The closure of KKW Fragrance was likely influenced by Kim Kardashian's divorce, as her initials had changed, and the brand was expected to undergo a rename and rebrand. In 2020, Coty, which owns a 20% stake in KKW Beauty and KKW Fragrance, had already announced plans for reformulating, repackaging, and rebranding the beauty line.
In June 2023, Kim Kardashian confirmed on Twitter that both the KKW Beauty makeup and fragrance lines would be returning under the SKKN umbrella, with new names and formulations. The products are expected to launch in 2023, marking a comeback for the KKW Fragrance brand after its closure in April 2022.
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The brand will relaunch under a new name
Kim Kardashian is relaunching her KKW Fragrance line under a new brand name. The perfume brand, which has been around since 2017, announced in April 2022 that it would be closing its website in May of that year to prepare for a relaunch. In a post on Instagram, Kardashian wrote:
> "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."
The brand's closure and relaunch follow a similar path taken by KKW Beauty, which shut down in 2021 before being relaunched under Kardashian's skincare line, SKKN By Kim. The fragrance relaunch will also be housed under the SKKN umbrella, with new names, formulations, and a 'neutral' look. The beauty mogul confirmed the news on Twitter, saying:
> "This year!!! It is coming!!!! All your faves. Anything that is applied to the skin or helps to accentuate your skin will be under the SKKN brand."
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The relaunch will be under the SKKN umbrella
Kim Kardashian has confirmed that she is relaunching her KKW Beauty makeup and fragrance lines under the SKKN umbrella. The products are expected to launch this year. In 2021, KKW Beauty was shut down, with the brand stating that it would be coming back with new formulas that are more modern and innovative, and packaged in an elevated and sustainable new look. KKW Fragrance followed, shutting down in April/May 2022, with a similar message announcing that it would be back with a new name and web store.
Soon after, in partnership with Coty, Kim introduced SKKN By Kim, a nine-product skincare collection with a neutral aesthetic. Now, the KKW Beauty and Fragrance lines will be returning under this SKKN umbrella. The beauty mogul confirmed the news on Twitter during a fan Q&A, stating that the products will be launching this year. She also emphasised that anything applied to the skin will be under the SKKN brand, and that all products will be available on one site.
Kardashian's decision to relaunch her fragrance line under the SKKN umbrella aligns with her vision of creating a comprehensive beauty brand that offers a range of products in the beauty and cosmetics space. By consolidating her fragrance line with her other beauty offerings, she is creating a unified brand identity and providing customers with a one-stop shop for all their beauty needs. This strategic move allows her to leverage the success of her previous fragrance line while also expanding her product portfolio and reaching a wider audience.
The relaunch of the KKW Fragrance line under the SKKN brand demonstrates Kardashian's commitment to innovation and staying ahead of the competition in the beauty industry. By rebranding and relaunching, she is able to generate buzz and excitement around her fragrance offerings, potentially attracting new customers and retaining existing ones. It also showcases her ability to adapt to the evolving needs and preferences of consumers, ensuring that her brand remains relevant and desirable in a dynamic market.
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Kim Kardashian confirmed the return on Twitter
Kim Kardashian has confirmed that her KKW Fragrance line will be making a comeback. On 23 June 2023, she took to Twitter to announce the return of her KKW Beauty makeup and fragrance lines under the SKKN umbrella. The products are expected to launch later this year.
In her tweet, Kardashian wrote, "This year!!! It's coming!!!! All of your faves!". This announcement comes after KKW Fragrance shut down in May 2022 to relaunch in the future under a new brand name and web store. The brand's closure was first announced on Instagram on 1 April 2022, with a message from Kardashian herself. She expressed her deep passion for fragrance and her excitement to introduce the next chapter of her fragrance journey.
The relaunch of KKW Fragrance follows a similar path taken by KKW Beauty, which shut down in August 2021. At the time, the brand stated that it was closing down to come back with a completely new brand, featuring modern and innovative formulas and an elevated, sustainable look. The first part of the KKW Beauty rebrand was the launch of Kardashian's skincare line, SKKN By Kim, in June 2022.
With the upcoming relaunch, KKW Fragrance will join the growing list of celebrity fragrance lines. The brand is expected to feature new names, formulations, and a neutral look, aligning with the aesthetic of Kardashian's clothing business, SKIMS. The fragrance line will be housed under the SKKN brand, which already includes a nine-piece skincare collection presented in neutral tones.
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The new products will feature new formulations
Kim Kardashian has confirmed that her KKW Fragrance line will be relaunched under a new name and with new formulations. The perfume brand, which was first launched in 2017, announced in April 2022 that it would be shutting down its website in May of that year to prepare for a relaunch. The brand posted on Instagram that:
> 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.
Kardashian's decision to relaunch her fragrance line with new formulations is likely influenced by her vision for the brand and her commitment to delivering high-quality, personal products to her customers. By taking the time to reformulate the fragrances, she is demonstrating her dedication to creating innovative and elevated products that meet the expectations of her fans and customers. This strategic move allows her to stay true to her brand values while also adapting to the evolving needs and preferences of the market.
The relaunch of the KKW Fragrance line with new formulations presents an opportunity for Kardashian to further establish herself in the beauty industry and reconnect with her customers. By delivering on her promise of modern and innovative fragrances, she can reinforce her brand's reputation and build even stronger relationships with her audience. The anticipation surrounding the relaunch, coupled with the brand's loyal fan base, sets the stage for a successful comeback that captures the attention of both existing and new customers.
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Frequently asked questions
KKW Fragrance is coming back in 2023 under the SKKN brand.
KKW Fragrance closed down in May 2022 to relaunch in the future under a new name and website.
In an Instagram post, Kim Kardashian said, "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."
