KIM Kardashian revealed she’s “shutting down” her KKW Fragrance line in order to completely rebrand under a new name.
After filing for divorce from her husband Kanye West last year, fans have been begging the reality star to drop his initial from her products.
Kim revealed the news in a social media post on Friday, telling fans:“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."
She continued: “Fragrance as many of you know is deeply personal for me.
“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.”
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Kim added to fans at the end: "Thank you from the bottom of my heart for your loyalty and love these last few years.
"I cannot wait to introduce you to the next chapter of my fragrance journey—I promise I won’t be gone for too long.
"In the meantime, enjoy 40% off sitewide until supplies last. With Love Always, Kim."
After seeing this news, fans have once again started up their petitioning for Kim to drop the West initial from her beauty brands.
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One follower tweeted: “Yes get the WEST out of the brand! Smart gworl.”
Another wrote: “West is out the doorrr.”
A third told her: "Take ur name back!!! Yes!! Girlboss!!!"
This decision comes after Kim shut down KKW Beauty and its website last August.
The 41-year-old reality star promised she would return with new products in the future but revealed it would be under a “completely new brand” as she wanted to create a “more modern” line.
She told fans at the time: “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.”
Kim continued in her post to fans: “On August 1st 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.”
She added: “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.”
Months later, the site is still not back up, and now KKW Fragrance is joining it in shutting down.
Sources told The Sun last year that Kim wanted to rebrand the line since KKW stood for her married name, “Kim Kardashian West."
The reality star legally returned to her single status and dropped the last name "West" from her social media pages just weeks ago before her latest announcement regarding KKW Fragrance.
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With both her Beauty and Fragrance lines undergoing changes, it seems likely Kim will combine the two in the rebranding.
Earlier this year, The Sun revealed Kim plans on relaunching her KKW beauty line as SKKN but is in a legal war with a business owner over the new name.
More to follow…
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