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

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.”