Why Kim Kardashian is shutting down her KKW Fragrance brand

By Becky Bargh | Published: 13-Apr-2022

On 1 May, the billionaire beauty entrepreneur will close operations of her perfume arm, but it will not be the last we see of her

Kim Kardashian is preparing to shut down operations of her KKW Fragrance brand as the label begins an overhaul.

In an Instagram post, captioned ‘A message from our founder’, the brand laid out its plans for the future.

From 1 May, KKW Fragrance will cease operations and is expected to return with a new name and website.

“Fragrance as many of you know is deeply personal for me,” the post read.

“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 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.

“We’re currently away working on a new, more modern, elevated and sustainable brand and customer experience – the way Kim has always envisioned,” a post reads on KKW Beauty’s Instagram page.

Coty’s call?

KKW Fragrance is partly owned by beauty giant Coty.

The business bought a 20% share of Kardashian's beauty and fragrance empire for US$200m.

Coty also owns a majority stake in Kylie Cosmetics and Kylie Skin – the beauty brand of Kardashian’s youngest sister Kylie Jenner.

Jenner’s business also underwent a rebrand in 2021, relaunching with a ‘clean’ and vegan marketing message, hinting that Coty could be behind KKW Beauty and Fragrance’s overhauls.

Currently KKW’s Fragrance and Beauty products are sold on different DTC websites.

A heavy prediction could be that the brand sites are fused together, creating a one-stop-shop for the brand’s skus.

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