Kim Kardashian has announced that she is shutting down her fragrance collection brand, KKW Fragrance, in an effort to relaunch with a brand new name and remove her former last name “West” from her products.
This comes following her divorce from Kanye West.
The SLIMs CEO recently reverted her name back to “Kim Kardashian” and removed the word “West” from all of her social media sites immediately after the divorce was finalized.
Taking to Instagram on Friday (April 1), the former KUWTK star revealed that she will be temporarily shutting down KKW Fragrance in order to completely revamp the brand and name.
“On May 1st at midnight, @kkwfragrance will be shutting down the website so that we can relaunch fragrance in the future under a brand new nameand under a new web store where you can purchase from all beauty categories under one site,” she announced.
“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 KK W Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017,” she continued.
The Kardashians star went on to declare that she's looking forward to the next chapter of her “fragrance journey,” and that she's putting all of her existing KKW perfumes on sale for 40% off until they're all gone.
“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 won't be gone for too long. In the meantime, enjoy 40% off sitewide until supplies last. With Love Always, Kim,” she added.
Kim Kardashian launched KKW Fragrance in 2017, months after she introduced KKW Beauty, which began with a contouring kit. In June 2020, Coty announced it had acquired a 20 percent stake in KKW Beauty for $200 million, with Kim's company being valued at $1 billion.
The 41-year-old announced the closure of KKW Beauty on August 1, 2021, in order to rebrand the company. At the time, she explain that the goal was to relaunch a “new brand with new formulas that are more modern.”
“On August 1st at midnight, we will be shutting down the KKWBeauty.com site so that we can come back to you under a completely new brand with new formulas that are more modern, innovative and packaged in an elevated and sustainable new look,” she said in an Instagram Story.
In February 2021, Kim Kardashian filed for divorce from Kanye West (Ye). A Los Angeles judge pronounced her legally single on March 2, 2022, more than a year later. As a result of the ruling, her legal name is now just “Kim Kardashian,” with the word “West” dropped from her surname. Her cosmetics and fragrance goods will no longer contain any references to her marriage to the “Heartless” rapper.