Kim Kardashian is shutting down KKW Fragrances as part of a major rebrand

Honestly, the rebrand makes *scents*


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A post shared by Kim Kardashian (@kimkardashian)


Over the years, we’ve seen the KarJenner family go through many changes. From KUWTK to just The Kardashians, or the cute little jingle of the first few seasons to the techno pop intro of the 2010s. And now it seems another big change is in store, as Kim K is shutting down KKW Fragrance in May for a major rebrand.

Kim made the announcement on social media last night, saying, “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 name—and under a new web store where you can purchase from all beauty categories under one site.”

KKW Fragrance, isn’t the first of Kim’s companies that’s being treated to a rebrand. Back in August 2021, she announced KKW Beauty, her makeup line, was shutting down for a re-launch, saying, “We’re currently away working on a new, more modern, elevated and sustainable brand and customer experience – the way Kim has always envisioned.”



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A post shared by KKW FRAGRANCE (@kkwfragrance)

According to Page Six, KKW Beauty will be coming back as SKKN by Kim, although no date for when this is happening. But, the new online shop for all beauty categories does make it sound like the brands will now be much more intertwined, so maybe SKKN will play a part in the fragrance line’s new name.

It also seems the brand will be expanding as SKKN By Kim trademarks have been filed in homeware, hair care, nail products, candles and skincare.

Fans of Kim’s fragrances won’t need to worry though as the scents are still available and in her statement, Kim reassured customers of her commitment to the line.

Saying, “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.”

Many believe these rebrands are result of Kim’s split from her ex Ye, formally known as Kanye West, with KKW standing for Kim Kardashian West. However, since she dropped West from her name in March 2021 following their separation, the rebranding makes sense.



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A post shared by Kim Kardashian (@kimkardashian)

Even so, it seems Kim still has a lot of pride in her former KKW ventures.

The reality star shared just how much love she had for her KKW project in her statement, saying, “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.”

In the meantime Kim has reduce the price on all KKW fragrance by 40 per cent, which does seem to be helping fans with the news.