Smell ya later, KKW.
Kim Kardashian announced that she will be rebranding her KKW Fragrance line to have a new name and website amid her ongoing divorce from Kanye West.
“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,” Kardashian announced in a statement posted to her Instagram Story on Friday.
The reality superstar, 41, expressed how the fragrance line is “deeply personal” for her.
“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,” she said, referencing the brand’s first scent.
She shared how grateful she is for those who have supported KKW Fragrance since its inception.
“Thank you from the bottom of my heart for your loyalty and love these last few years,” she wrote. “I cannot wait to introduce you to the next chapter of my fragrance journey—I promise I won’t be gone for too long.”
Kardashian ended her post by sharing that everything on the current KKW Fragrance website will be marked 40% off until the supply sells out.
“With Love Always, Kim,” she signed the post.
Kardashian previously announced she was rebranding her KKW Beauty line in July 2021.
The Skims founder didn’t disclose the new name under which her various ventures will live, but it’s worth noting that in March 2021 — just one month after she filed to divorce Ye — Kardashian applied for numerous trademarks under the the name SKKN by Kim, according to documents from the United States Patent and Trademark Office obtained by Page Six Style.
In addition to skincare products, the various filings include home goods, hair care, nail products, candles — and, yes, both cosmetics and fragrance.
Both KKW Beauty and KKW Fragrance nodded to the beauty mogul’s married initials, but she dropped the last name West from her social media accounts in March after being declared legally single.
But in July 2021, a source close to Kardashian told Page Six Style that the star’s ex actually aided in the rebrand.
“Fun little fact, Kanye helped come up with the new name,” they said, adding that the decision “has nothing to do with dropping the W in KKW” and “has been in the works for awhile.”
Kardashian and West, 44, share four children: North, 8, Saint, 6, Chicago, 4, and Psalm, 2.
Now that Kardashian has moved with new boyfriend Pete Davidson, might we expect her new scent to be named KKD? Only time will tell.
