Lance Carson
On April 1, 2022, Kim Kardashian announced that she would be shutting down her KKW Fragrance brand. The brand was launched in 2017 and has since released exciting new scent-centric products. The decision to close the brand was made to relaunch it in the future under a new name and website. Kardashian stated that she wanted to create a more modern, elevated, and sustainable brand and customer experience. While the brand's followers had mixed responses to the news, many were excited about the prospect of what was to come. KKW Fragrance shut down in May 2022, and in June 2023, Kardashian confirmed that she would be bringing back the brand under the SKKN umbrella.
| Characteristics | Values |
|---|---|
| Reason for closing | Relaunching with a new name and website |
| Temporary shutdown | Yes |
| Date of shutdown | 1 May 2022 |
| Reason for relaunch | To create a more modern, elevated, and sustainable brand and customer experience |
| Future plans | To introduce skincare to the brand's offerings |
| Stakeholder | Coty Inc. |
| Percentage of stake | 20% |
| Amount paid for stake | $200 million |
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What You'll Learn
KKW Fragrance is closing for a rebrand
KKW Fragrance is closing down for a rebrand. The company, owned by Kim Kardashian, announced on 1 April 2022 that it would be shutting down its website on 1 May 2022. The brand reassured customers that it would be relaunching fragrance in the future under a brand new name and under a new web store.
Kardashian herself posted on Instagram, explaining that fragrance is "deeply personal" to her and that she put her "heart and soul into every bottle". She also thanked her customers for their "loyalty and love" over the years and promised that she "won't be gone for too long". The post was captioned "A message from our founder, @kimkardashian".
The decision to close down the KKW Fragrance brand follows the closure of its sister company, KKW Beauty, in 2021. 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.
In the meantime, KKW Fragrance is offering deals on its remaining products. The brand has stated that, until the end of April, all products on its website will be 40% off while supplies last.
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The new name will likely drop the 'W'
Kim Kardashian's KKW Fragrance is shutting down for a brand relaunch with a new name. The perfume brand, which has been around since 2017, announced that it will be closing its website in order to prepare for a relaunch under a new name. The news of the relaunch comes after Kardashian shuttered her KKW Beauty brand in July 2021. At the time, she announced that she would be relaunching the brand in a similar fashion — under a new name and website.
The name change also comes amid Kardashian's divorce from Kanye West. In March 2022, a judge granted Kardashian's request to be declared legally single, changing her name back to Kim Kardashian. Since her legal name is no longer KKW, it makes sense that she would want to rebrand her businesses. Some fans have speculated that the new name will drop the "W", which stood for West, following her divorce. However, a source close to Kardashian denied this, saying, "Kim is still Kim Kardashian West and has not changed her legal name. The rebrand has been in the works for some time."
Kardashian has not yet revealed the new name for her fragrance brand, but she has promised that she won't be gone for too long. In the meantime, the brand is offering discounts and clearance sales on its existing products.
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The relaunch will be under a new website
Kim Kardashian's KKW Fragrance is shutting down for a brand relaunch 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. The billionaire beauty entrepreneur will close operations of her perfume arm on 1 May 2022, but it will not be the last we see of her. The brand will be relaunched in the future under a new name and a new web store.
The new website will be a one-stop shop for all beauty categories. In an Instagram post, 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." She also 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 beauty brand relaunch will introduce skincare to its offerings. 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.
In the meantime, customers can enjoy KKW Fragrance products at a 40% discount. The brand also launched a collaboration with Jeff Leatham II in January 2022, which offered exciting new scent-centric products.
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KKW Fragrance will be back with new formulas
KKW Fragrance, Kim Kardashian's perfume line, is shutting down operations to prepare for a relaunch. The brand will be back with a new name, website, and formulas. The decision to temporarily close the business was announced on April 1, 2022, on the KKW Fragrance Instagram account, with the shutdown taking effect on May 1, 2022.
In the announcement, Kardashian expressed her deep passion for fragrance, stating that she put her "heart and soul into every bottle". She also thanked her followers for their loyalty and love, promising that she would not be gone for too long. The brand also shared that they were working on creating a more modern, elevated, and sustainable brand and customer experience.
The relaunch of KKW Fragrance follows the closure of Kardashian's KKW Beauty brand in 2021. The beauty brand also underwent a rebrand and introduced a new, more innovative, and sustainable look. Similarly, KKW Fragrance is expected to relaunch with new formulas and an enhanced image.
Kardashian's decision to relaunch her fragrance line under a new name may be influenced by her divorce from Kanye West, leading to speculation that she intends to drop the "W" from the brand name. However, a source close to Kardashian denied this, stating that the rebrand has "nothing to do with dropping the 'W' from KKW."
While the specific new formulas have not yet been revealed, Kardashian has expressed her excitement about introducing her followers to the next chapter of her fragrance journey. The brand has promised to provide a more modern and sustainable experience, indicating a potential focus on innovative and environmentally conscious formulas.
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The new brand will be more modern and sustainable
Kim Kardashian's KKW Fragrance is shutting down for a brand relaunch with a new name. The brand was first launched in 2017 and has since then launched exciting new scent-centric products. KKW Fragrance will be shutting down its website on May 1st at midnight to relaunch in the future under a new name and a new web store. The new brand will be more modern 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 had also undergone a rebrand in July 2021, relaunching with a 'clean' and vegan marketing message. The new brand will be more modern and sustainable. It will also be innovative and packaged in an elevated and sustainable new look.
Kardashian, in an Instagram post, 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." 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."
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Frequently asked questions
KKW Fragrance is closing so that Kim Kardashian can relaunch the brand in the future under a new name and website.
Kim Kardashian 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.
Kim Kardashian has promised that she won't be gone for too long. In her Instagram announcement, she said, "I cannot wait to introduce you to the next chapter of my fragrance journey".
Kim Kardashian is working on a "new, more modern, elevated, and sustainable brand and customer experience". She also wants to create a single website where customers can purchase from all beauty categories under one site.
