Kim Kardashian Shuts Down KKW Fragrance Following Kanye West Divorce
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 โWestโ from her products.
This comes following her divorce from Kanye West.
The SLIMs CEO recently reverted her name back to โKim Kardashianโ and removed the word โWestโ 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.
โOn 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,โ she announced.
โFragrance as many of you know is deeply personal for me. I put my heart and soul into every bottle, and Iโm so incredibly proud of every KK W Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017,โ she continued.
The Kardashiansย starย went on to declare that sheโs looking forward to the next chapter of her โfragrance journey,โ and that sheโs putting all of her existing KKW perfumes on sale for 40% off until theyโre all gone.
โThank 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 wonโt be gone for too long. In the meantime, enjoy 40% off sitewide until supplies last. With Love Always, Kim,โ 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 Kimโs company being valued at $1 billion.
The 41-year-oldย ย 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 โnew brand with new formulas that are more modern.โ
โOn August 1st at midnight, we will be shutting down theย KKWBeauty.comย 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,โ 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 โKim Kardashian,โ with the word โWestโ dropped from her surname. Her cosmetics and fragrance goods will no longer contain any references to her marriage to the โHeartlessโ rapper.
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