KKW Fragrance / Kim Kardashian
KKW Fragrance is the direct-to-consumer fragrance line launched by Kim Kardashian in November 2017, notable for its self-owned and self-distributed model that deliberately eschewed traditional licensing deals, department store tours, and print advertising in favour of social media drops and direct sales. The line debuted with the Crystal collection — minimalist, crystal-shaped bottles housing oriental-leaning florals — and expanded to include collaborations with family members and evolving visual identities. Its pricing and distribution positioned it above mass celebrity fragrance while remaining broadly accessible. KKW Fragrance ceased operations under that name in anticipation of a rebrand; the brand's Instagram presence operated as @kkwfragrance.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
