Heidi Norton
On 1 May 2022, Kim Kardashian announced that she would be closing her KKW fragrance line, which she first launched in 2017. The businesswoman revealed on Instagram that she would be rebranding the label, which stands for Kim Kardashian West, and relaunching the fragrance under a new name. The decision to temporarily shut down operations of her fragrance brand follows the closure of her KKW Beauty colour brand in 2021.
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What You'll Learn
- KKW Fragrance will be rebranded as Kim Kardashian West drops the 'W' after her divorce from Kanye West
- The website will be closed from 1 May 2022, with a promise to relaunch in the future
- The new brand will be more modern, elevated, and sustainable
- The new scents will be sold under a new online store, where shoppers can purchase from all beauty categories under one site
- KKW Fragrance is partly owned by beauty giant Coty, which also owns a majority stake in Kim's sister Kylie's beauty brand
KKW Fragrance will be rebranded as Kim Kardashian West drops the 'W' after her divorce from Kanye West
KKW Fragrance, Kim Kardashian's perfume business, will be shutting down on May 1, 2022, to be relaunched under a new name and website. The brand, which was founded in 2017, will be dropping the "W" from its name, which stood for Kim Kardashian West, following her divorce from Kanye West.
Kardashian announced the news on her Instagram Stories, which stay on the site for 24 hours. She 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. 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 shut down KKW Fragrance follows the closure of her KKW Beauty colour brand in 2021. The business is still closed eight months later. In an Instagram post, KKW Fragrance said it is "working on a new, more modern, elevated, and sustainable brand and customer experience — the way Kim has always envisioned." The brand also offered a 40% discount on all products until supplies last.
KKW Fragrance is partly owned by beauty giant Coty, which also owns a majority stake in Kylie Cosmetics and Kylie Skin, the beauty brand of Kardashian's youngest sister, Kylie Jenner. The Coty-owned brand is updating its logo, tagline, and marketing campaigns to win over Gen Z and millennials.
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The website will be closed from 1 May 2022, with a promise to relaunch in the future
The KKW Fragrance website will be closed from 1 May 2022, with a promise to relaunch in the future. The announcement was made on 1 April 2022, via an Instagram post on the KKW Fragrance page. The post, captioned "A message from our founder", revealed that the brand would be shutting down its website to prepare for a relaunch under a new name and website.
The Instagram post 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."
The post also mentioned that the brand is "currently away working on a new, more modern, elevated, and sustainable brand and customer experience — the way Kim has always envisioned." This mirrors a similar message posted on the KKW Beauty Instagram page in August 2021, when the brand shut down. KKW Fragrance is partly owned by beauty giant Coty, which also owns a majority stake in Kylie Cosmetics and Kylie Skin.
In the meantime, KKW Fragrance is offering discounts on its remaining products, with deals of up to 40% off sitewide until supplies last.
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The new brand will be more modern, elevated, and sustainable
The KKW Fragrance brand is shutting down as Kim Kardashian plans to relaunch the brand with a new name and website. The new brand will be more modern, elevated, and sustainable. The decision to temporarily shut down operations of her fragrance brand follows the closure of her KKW Beauty colour brand in 2021. The brand, which was founded in 2017, has enjoyed five years of success, with a constant stream of exciting new scent-centric products.
Kardashian announced the news on her Instagram Stories, revealing that she will be closing the business on May 1st. She 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." She added, "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 post also hinted at the direction of the new brand, stating that they are "working on a new, more modern, elevated, and sustainable brand and customer experience — the way Kim has always envisioned." This suggests that the new brand will be an evolution of the current KKW Fragrance, with an enhanced focus on sustainability, modernity, and elegance.
While the specific details of the new brand are yet to be revealed, it is clear that Kardashian is committed to creating a more sustainable and environmentally conscious brand. This aligns with the growing consumer demand for ethical and eco-friendly products. By elevating the brand, Kardashian is likely aiming to enhance the overall customer experience, offering luxurious and premium fragrances that appeal to a sophisticated market.
The new brand will also consolidate all beauty categories, including fragrance, beauty, and skincare, into a unified shopping experience under one website. This streamlined approach will not only create a seamless and convenient platform for customers but also reflect a cohesive and unified brand image.
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The new scents will be sold under a new online store, where shoppers can purchase from all beauty categories under one site
Kim Kardashian is closing her KKW Fragrance business, which she first launched in 2017, on May 1. The 41-year-old reality star and businesswoman will be shutting down the website and ceasing operations of her perfume arm. However, she has assured her followers that she will be rebranding the label, which stands for Kim Kardashian West, and relaunching the fragrance line under a new name in the future. The new scents will be sold under a new online store, where shoppers can purchase from all beauty categories, including her KKW beauty and upcoming skincare line, under one site.
Kardashian has stated that she wants to create a more modern, elevated, and sustainable brand and customer experience. She also mentioned that fragrance is deeply personal to her and that she puts her "heart and soul" into every bottle. The decision to temporarily shut down operations of her fragrance brand follows the closure of her KKW Beauty colour brand in 2021. Eight months later, the business is still closed.
Kardashian has not yet revealed what the new name of her fragrance line will be, but it is speculated that she will drop the "W" following her very public divorce from Kanye West, with whom she has four children: North, Chicago, Saint, and Psalm. In the meantime, she has launched a 40% off sale on her KKW Fragrance website before the business shuts down.
Kardashian has a busy schedule, as the iconic show that shot the KarJenner family to fame, Keeping Up With the Kardashians, has come to an end, and she has been filming for their new reality show, The Kardashians, which will air on Hulu this month. In addition, she has been expanding her SKIMS shapewear collection, juggling her multi-faceted career with motherhood, and navigating her new relationship with Pete Davidson. She has also been sitting for exams to become a lawyer.
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KKW Fragrance is partly owned by beauty giant Coty, which also owns a majority stake in Kim's sister Kylie's beauty brand
Coty also owns a majority stake in Kylie Cosmetics and Kylie Skin, which underwent a rebrand in 2021, relaunching with a 'clean' and vegan marketing message. This could hint at Coty's influence on KKW Fragrance and Beauty's overhauls. Currently, KKW Fragrance and Beauty products are sold on different websites, but the new website will allow shoppers to purchase from all beauty categories under one site.
The decision to temporarily shut down operations of her fragrance brand follows the closure of her KKW Beauty colour brand in 2021. Eight months later, the business is still closed. In an Instagram post, Kim wrote, "We're currently away working on a new, more modern, elevated, and sustainable brand and customer experience — the way Kim has always envisioned."
The new scents are said to be sold under a new online store, and shoppers will be able to shop all beauty categories, including her KKW beauty, and upcoming skincare line, on one site. The brand's Instagram page also mentioned that they "promise we won't be gone for too long."
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Frequently asked questions
Kim Kardashian is closing KKW Fragrance to rebrand the label, which previously stood for Kim Kardashian West, following her divorce from Kanye West.
Kim announced on Instagram that she would be closing the business on May 1, 2022.
No, the closure is only temporary. Kim plans to relaunch the fragrance line under a new name in the future.
Kim is working on a "new, more modern, elevated, and sustainable brand and customer experience" that aligns with her vision.
Kim has not yet revealed the new name of her fragrance line. However, it is speculated that she will drop the "W" following her divorce from Kanye West.
