THE WHAT? Kim Kardashian has closed down KKW Fragrance ahead of a relaunch that will include new branding and name.
THE DETAILS Kardashian announced the hiatus via the KKW Fragrance Instagram account, with the brand shutting down from 1st May, 2022.
The reality star penned, “On May 1st at midnight, KKW Fragrance will be shutting down the website so that we can relaunch fragrance in the future under a brand-new name — and under a new web store where you can purchase from all beauty categories under one site.
“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.”
THE WHY? According to an Instagram post on KKW Beauty page, the brand is working towards a ‘new, more modern, elevated and sustainable brand and customer experience – the way Kim has always envisaged.’
The move follows a similar statement from Kardashian’s KKW Beauty brand, which shut down in August 2021, and has yet to relaunch.