Kim Kardashian has revealed why KKW Fragrance has shut down.
The 41-year-old first launched her perfume brand back in 2017, and she will now relaunch it under a new brand name and under a new web store.
After fans spotted the brand’s website was down, Kim and her team wrote in a statement shared on Instagram on Sunday: “We’re currently offline – busy building a more modern, elevated and sustainable brand with improved web experience.”
They added: “We are so grateful to our customers and community over the last four years, and cannot wait to share what we’ve been working on – and promise we won’t be gone for too long.”
It comes after Kim publicly dropped ‘West’ from her name, after being declared “legally single” amid her divorce from Kanye West.
Last year, the reality star shut down her KKW Beauty website, and teased fans that her cosmetics label would return as a “completely new brand”.
Sharing the news on Instagram and Twitter, she wrote: “To our loyal customers, it all started with a contour kit and expanded to eyes, lips, body and many incredible collections over the past four years.”
“On August 1 at midnight we will be shutting down the kkwbeauty.com site so that we can come back to you under a completely new brand with new formulas that are more modern, innovative and packaged in an elevated and sustainable new look.”
“I’m excited to continue to develop and expand my product range and for you to finally be able to experience it the way that I have always envisioned.”
“In addition, my team is hard at work to improve the customer shopping experience where you will be able to purchase my beauty and cosmetic offerings in all categories from one single website.”
“Thank you so much for being on this incredible journey with me, and I promise we won’t be gone for too long.”
Kim, who has been dating Pete Davidson since late last year, officially filed for divorce from Kanye on February 19, 2021, citing “irreconcilable differences.”
The former couple tied the knot back in 2014, and share four kids together – North, 8, Saint, 5, Chicago, 3, and Psalm, 2.
