Heidi Norton
KKW Fragrance is a perfume brand owned by Kim Kardashian, who launched her first fragrances under the label in 2017. In 2022, Kardashian announced that she would be shutting down the KKW Fragrance website and relaunching the brand under a new name and web store. Beauty giant Coty owns a 20% stake in KKW Fragrance and KKW Beauty, which is now known as SKKN.
| Characteristics | Values |
|---|---|
| Founder | Kim Kardashian |
| Current owner | Kim Kardashian (80%) |
| Current owner | Coty (20%) |
| Launch year | 2017 |
| First fragrance | Crystal Gardenia |
| Number of perfumes | 49 |
| Collaborators | Nicole Mancini, John Gamba, Givaudan |
| Date of shutdown | 1 May 2022 |
| Relaunch | Yes, under a new name and website |
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What You'll Learn
Kim Kardashian owns most of KKW Fragrance
Kardashian's decision to temporarily shut down operations of her fragrance brand followed the closure of her KKW Beauty colour brand in 2021. The new brand will be more modern, elevated, and sustainable, according to an Instagram post by KKW Fragrance. The post also mentioned that the brand won't be gone for too long. While the brand's Instagram grid has not been deleted or archived, it is not surprising that it will follow in KKW Beauty's footsteps now that the website has shut down.
KKW Fragrance is partly owned by beauty giant Coty, which bought a 20% share of Kardashian's beauty and fragrance empire for $200 million. Coty also owns a majority stake in Kylie Cosmetics and Kylie Skin, the beauty brand of Kardashian's youngest sister, Kylie Jenner. Coty announced in 2021 that it was reformulating, repackaging, and rebranding KKW Beauty when it temporarily shut down Kylie Cosmetics. KKW Beauty is now SKKN.
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Coty owns a 20% stake in KKW Fragrance
In 2022, Kim Kardashian announced that she would be shutting down her KKW Fragrance brand. In an Instagram post, the brand stated that it would be closing operations from May 1st of that year, with plans to relaunch in the future under a new name and website. The post also expressed Kardashian's deep personal connection to fragrances and her pride in the KKW Fragrance line.
While KKW Fragrance is primarily owned by Kim Kardashian, beauty giant Coty owns a 20% stake in the brand. Coty also has a majority stake in Kylie Cosmetics and Kylie Skin, the beauty brand of Kardashian's youngest sister, Kylie Jenner. In 2021, Jenner's business underwent a rebrand, relaunching with a 'clean' and vegan marketing message. This hints at a potential influence on KKW Beauty and Fragrance's overhauls, as Coty also announced plans to reformulate, repackage, and rebrand KKW Beauty.
The decision to temporarily shut down operations of her fragrance brand followed the closure of Kardashian's KKW Beauty colour brand in 2021. The brand faced a trademark dispute and has since been renamed SKKN. Similarly, KKW Fragrance will undergo changes, including a potential fusion of the brand sites for KKW Fragrance and Beauty, creating a one-stop shop for customers.
Coty has been expanding its prestige fragrance category through various long-term beauty license agreements. The Coty-owned brand is also updating its logo, tagline, and marketing campaigns to appeal to Gen Z and millennials. These strategic moves showcase Coty's active role in shaping the direction of KKW Fragrance and its overall brand strategy.
As of 2023, Kim Kardashian confirmed on Twitter that she is bringing back her KKW Beauty makeup and fragrance lines under the SKKN umbrella, with products expected to launch that year. This announcement indicates that Coty's 20% stake in KKW Fragrance remains intact, and they are likely involved in the brand's relaunch and ongoing strategic decisions.
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![Kim Kardashian Pure Honey by Kim Kardashian Eau De Parfum Spray 3.4 oz for Women [Gift]](https://m.media-amazon.com/images/I/51IzJ0m3QcL._AC_UL320_.jpg)
KKW Fragrance was shut down for a rebrand
KKW Fragrance, a brand owned by Kim Kardashian West, was temporarily shut down in late 2022 for a rebrand. The fragrance company, which was launched in 2017, has been a successful endeavour for Kardashian West, with a
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The new brand name has not been announced
On May 1, 2022, Kim Kardashian announced the shutdown of her KKW Fragrance brand, which she partly owned with beauty giant Coty, who had a 20% stake. The decision to close operations was made to relaunch the brand with a new name and website, marking a new chapter in her fragrance journey.
While the new brand name has not been announced, the Instagram post announcing the shutdown mentioned that the brand was working on a "new, more modern, elevated, and sustainable brand and customer experience." The comment section was flooded with questions and comments from followers, with some speculating that Kardashian was eager to drop the 'W' from the brand name following her divorce.
Kardashian assured her followers that she wouldn't be gone for too long and that they could look forward to the next chapter of her fragrance journey. In the meantime, KKW products were offered at a 40% discount until supplies lasted.
Coty, the company that partly owns KKW Fragrance, has been expanding its prestige fragrance category and has entered into several long-term beauty license agreements. They also own a majority stake in Kylie Cosmetics and Kylie Skin, the beauty brand of Kardashian's sister, Kylie Jenner. The successful relaunch of Jenner's business in 2021 could be a hint at what's to come for KKW Fragrance.
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KKW Fragrance was first launched in 2017
Kardashian-West is the owner, concepter, and distributor of her scents. She has leveraged social media and press kits to communicate her scents, which are primarily sold direct-to-consumer with select lines carried at Ulta. KKW Fragrance has also collaborated with perfumers Nicole Mancini, John Gamba, and Givaudan.
In 2022, Kardashian-West announced that she would be shutting down the KKW Fragrance website to prepare for a relaunch under a new name and web store. The brand's Instagram account posted a message from its founder, @kimkardashian, announcing the changes. The message 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."
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Frequently asked questions
KKW Fragrance is owned by Kim Kardashian.
Yes, Kim Kardashian announced on her Instagram that she would be shutting down KKW Fragrance on May 1, 2022, to relaunch it under a new name and website.
As of 2025, Kim Kardashian has brought back KKW Fragrance under the SKKN umbrella. KKW Fragrance is also partly owned by Coty, which owns a 20% stake in the company.
