Why Kim Kardashian is closing her KKW Fragrance brand

By Becky Bargh

On May 1, the billionaire beauty entrepreneur will shut down operations of her perfume branch, but that won’t be the last time we see her

Kardashian with her mother Kris Jenner for the KKW Fragrance collaboration

Kim Kardashian is preparing to halt operations of her KKW Fragrance brand as the label embarks on an overhaul.

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

Starting May 1, 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 to me,” the post read.

“I put my heart and soul into every bottle, and I’m incredibly proud of every KKW Fragrance product and collaboration we’ve launched since Crystal Gardenia in 2017.

“Thank you from the bottom of my heart for your loyalty and love over the past few years, I can’t wait to introduce you to the next chapter of my olfactory journey – I promise I won’t be gone too long.”

The decision to temporarily close operations for its fragrance brand follows the closure of its color brand KKW Beauty in 2021.

Eight months later, the business is still closed.

“We are currently working on a new, more modern, elevated and sustainable brand and customer experience – just as Kim always envisioned it,” reads the KKW Beauty Instagram page.

Coty’s call?

KKW Fragrance is partly owned by beauty giant Coty.

The company 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.

Jenner’s business also underwent a rebrand in 2021, relaunched with a “clean” and vegan marketing message, hinting that Coty may be behind the KKW Beauty and Fragrance redesigns.

Currently, KKW’s perfume and beauty products are sold on various DTC websites.

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A heavy prediction could be that brand sites are merged, creating a one-stop-shop for brand skus.


Donovan B. Sanford