KKW Fragrance Shutdown: What's Next For Kim K's Perfume Brand?

Ever wondered where to find that elusive scent that perfectly captures your essence? For a time, the answer was clear: the official KKW Fragrance website, the exclusive home for the coveted KKW Crystal Gardenia fragrances, akin to the sought-after KKW Beauty contour and highlight kits.

The now-shuttered sleek site once showcased the entire collection of KKW fragrances. However, as of April 1, 2022, Kim Kardashian, 41, announced a significant shift: the KKW Fragrance website would cease operations at midnight on May 1st. This wasn't an ending, but a strategic pause. Kardashian shared the information regarding the shutdown of her online store, also revealing special sale prices for all her fragrances. The closure paved the way for a relaunch of fragrance in the future under a brand new name and web store, signaling a new era of beauty envisioned by Kim Kardashian.

The perfume brand, established in 2017, built a considerable following before its temporary departure. The decision to close the website was explicitly to prepare for a relaunch under a fresh moniker, aligning with a broader strategic shift within the KKW empire, this seems to follow in the footsteps of KKW Beauty's own evolution and rebranding efforts.

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Designer KKW Fragrance boasts an impressive portfolio of 49 perfumes in its fragrance base, marking it as a relatively new player in the fragrance world. The earliest edition debuted in 2017, with the most recent additions arriving in 2022. The scents are the result of collaborations with esteemed perfumers such as Nicole Mancini, John Gamba, and Givaudan, solidifying the brand's commitment to quality and innovation.

With a staggering 56 releases, KKW Fragrance quickly became more than just a celebrity-endorsed brand. A text post shared by the brand, featuring a note from Kardashian, confirmed the website's shutdown on May 1st at midnight, emphasizing the intention to relaunch fragrance under a brand new name and web store. This announcement followed the introduction of a new perfume collection by KKW Fragrance, inspired by the ethereal beauty of the opal gemstone.

Following the Jeff Leatham by KKW Fragrance and Nude Lines, KKW Fragrance introduced the Opals Collection, a departure from previous offerings. This latest line showcased three distinct creations Opal Mood, Opal Drip, and Opal Energy each drawing inspiration from the precious gemstone after which they were named. These fragrances presented a new olfactory experience, encompassing floral, fruity, and grounding elements.

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The KKW Crystal Gardenia by KKW Fragrance perfumes were previously available for $60 (75ml) and $35 (30ml) exclusively on KKWFragrance.com. Anticipation surrounded the launch of new KKW Fragrance releases, particularly given the brand's dedicated following.

Kardashian communicated that everything on the KKW Fragrance website would be marked down by 40% until supplies ran out. She signed off the announcement with a heartfelt, With love always, Kim, expressing gratitude to her customers. For a limited time, KKW Fragrances products were offered at a significant discount on the brands website.

The brand's collaborators emphasized their creative process, stating, "We really wanted to create different moods." These new scents officially launched on July 17 at 12 pm PST, exclusively on the KKW Fragrance website. The scents being available exclusively online added to the allure.

Caramel Orchid by KKW Fragrance, a floral woody musk fragrance for both women and men, was a recent addition to the collection. Launched in 2022, this fragrance featured top notes of caramel, cacao, davana, and salt, followed by base notes of vanilla, cashmere wood, and musk. The fragrance instagram account posted a message from founder Kim Kardashian stating the intention to shut down the KKW Fragrance website with the promise of a future launch.

In 2017, Kim Kardashian West launched KKW Fragrance, achieving remarkable success with $10 million in sales within a single day. The KKW perfume range aimed to embody Kardashian's signature sense of luxury, identity, and sensuality.

Early fragrances like BFF, Bae, and Ride or Die, along with the KKW Hearts collection, launched at 12 p.m. on the KKW Fragrance website. The brand employed clever marketing campaigns and celebrity endorsements, encouraging customers to explore a mix-and-match approach to fragrance and style.

Kim Kardashian also introduced a new KKW Fragrance called Crystal Pear & Peony for the holidays, available exclusively at Ulta and Ulta.com. The introduction of the new perfume and what inspired it was widely discussed. Fragrances Bae, Ride or Die, and BFF were each available for $30 (30 ml) on the KKW Fragrance website at 12 p.m. signaling the brand's effort to target broad audience.

Crystal Gardenia, a floral woody musk fragrance designed for women, was launched in 2017. Nicole Mancini is credited as the "nose" behind this fragrance. Its top notes include pear, water lily, and pink grapefruit, while the middle notes feature gardenia, tuberose, and tiare flower. The base notes consist of musk, sandalwood, and amber. KKW Fragrance offered three distinct scents within the Crystal Gardenia line: Crystal Gardenia, Crystal Gardenia Citrus, and Crystal Gardenia Oud. According to WWD, the prominent gardenia accord pays homage to Kim Kardashian's very first namesake fragrance from 2009, reflecting her enduring love for gardenias.

Tamatha Gunn reported on April 1, 2022, that Kim Kardashian would be closing down her KKW Fragrance website the following month. Kim Kardashian was making a strategic change to her perfume website, announcing special sale prices due to the shutdown of her online store for all fragrances. Kardashian, 41, revealed on April 1, 2022, that her KKW Fragrance website would cease operations from midnight that day to relaunch fragrance under a brand new name and web store.