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Kim Kardashian to shut KKW Fragrance

Jeremy Lim
04 April 2022

Kim Kardashian has revealed that her KKW Fragrance will be shutting down next month, with plans to relaunch the fragrance line under a new name in the future.

The entrepreneur announced on her Instagram account that the brand's website will close on 1 May at midnight so that it 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".

The announcement comes after Kardashian dropped West from her name following her divorce from Kanye West last month. KKW Fragrance, which stands for Kim Kardashian West, will offer a 40% storewide sale before the business shuts next month.

Last July, Kardashian also shuttered her KKW Beauty business, announcing at the time a complete revamp of the brand which will relaunch under a new name and website.

The rebranding of Kardashian's beauty empire comes after she signed a $200 million deal with Coty in June for a 20% stake in Kardashian’s beauty brands. Coty also owns Kylie Cosmetics, which was launched in 2015 by Kylie Jenner.

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