Kim Kardashian's KKW Fragrance Is Shutting Down and Relaunching With a New Name

It's Not GoodbyeKim Kardashian's KKW Fragrance Is Shutting Down and Relaunching With a New NameIn the meantime, you can get great deals on what's left of the existing products.

By Marci Robin

April 1, 2022

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It's been nearly five years since Kim Kardashian launched her first fragrances under her KKW label, and enthusiasm for the collection has never simmered down. And while, from the looks of the Jeff Leatham II collaboration that launched in January 2022, the brand was going strong and cranking out exciting new scent-centric products, it now seems Kardashian has other plans: namely to shut down and eventually relaunch KKW Fragrances. 

On Friday, April 1, in what does not appear to be an April Fool's joke, the KKW Fragrances Instagram account posted "a message from our founder, @kimkardashian." The all-caps graphical text on a gray background announces plans for some major changes.

"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," it reads. "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." 

Kardashian goes on to say, "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." She also shares that from now until the end of April, while supplies last, everything on kkwfragrance.com is 40 percent off.

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The response from followers is mixed, with many sharing their enthusiasm for what may be coming next, others hoping that this is an April Fool's Day prank, some theorizing that she's eager to drop the W from the brand name following her recent divorce, and plenty begging Kardashian to bring back body products when the relaunch happens. And unfortunately, while fans are excited about the sale, the post served as a reminder that KKW Beauty, the makeup side of Kardashian's cosmetic empire, posted a similar message on its Instagram grid in August 2021, removing all previous posts and not providing any updates since. 

"We're currently away working on a new, more modern, elevated, and sustainable brand and customer experience — the way Kim has always envisioned," the post read, followed by words that seem to be echoed in the new KKW Fragrance post: "Thank you so much for being on this incredible journey with us. We promise we won't be gone for too long."

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The comment section on the KKW Beauty post was flooded with new comments and questions on Friday now that KKW Fragrance has made a comparable announcement. "It's been 8 months!!!! Won't be gone too long….pshhhh," one person wrote, while another said, "What's going on?? Are you coming back?? It's been 34 weeks."

For now, KKW Fragrance hasn't deleted or archived the rest of its Instagram grid — in fact, it posted about the Diamond Kim perfume only yesterday — though it wouldn't be surprising if it followed in KKW Beauty's footsteps once the website shuts down in May. How long it will be before we see new fragrances or beauty products from Kim Kardashian is as yet unknown, but we have no doubt she won't be shy about announcing the relaunch when its time has come.

More about Kim Kardashian:

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• Kim Kardashian Says Pete Davidson Got Her Name "Branded" on His Chest
• Are Long Nails Over? Even Kim Kardashian Is Getting Short, Neutral Manicures

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Marci Robin is a contributing editor at Allure. She previously served as senior beauty editor at GoodHousekeeping.com, executive editor of xoVain, and senior online editor at NewBeauty; her writing has also appeared in publications such as InStyle, MarthaStewart.com, and Refinery29. She graduated from Florida State University with a degree... Read moreContributing Editor

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Keywordskim kardashiankkw fragranceKKW BeautyfragranceperfumeNewsCelebrity Beauty Brandsdiscontinueddiscontinued productsrebrand