Labels: Candids, Gallery Updates


Labels: Candids, Gallery Updates


Labels: Candids, Gallery Updates


Kim Kardashian is about to turn the fragrance world upside down with the launch of her first direct-to-consumer venture in the category.

On Wednesday, the reality TV star and businesswoman will introduce the very first scents under her KKW Beauty brand, which since its inception in June, has focused on the color cosmetics category. The three eau de parfums, all based on Kardashian’s favorite flower, the gardenia, will be sold exclusively at

Kardashian said she was inspired by healing crystals, which she started to receive as gifts from friends following a robbery in Paris last year (where she was held at gunpoint). Developing the scents — Crystal Gardenia, Crystal Gardenia Citrus and Crystal Gardenia Oud — was about “being calm and healing,” which are the two words she used to describe a newly zen approach taken over the past year. The trio of fragrances, each housed in a slim, geometric frosted glass bottle that resembles a quartz crystal, will come in two sizes: 30 ml. and 75 ml., priced at $35 and $60, respectively.

But Kardashian’s massive Instagram following must act fast. The limited-edition fragrances are first come, first serve, which means once they’re gone, that’s it. Kardashian has no plans of replenishing stock once the collection sells through, she told WWD last week, revealing that there are plans to launch a second trio of scents in February, just in time for Valentine’s Day. These will have an entirely new concept and bottles, but that was all she would say about upcoming fragrances.

And similar to Kardashian’s previous KKW Beauty launches, the social media juggernaut is once again utilizing her strong following to reach a range of consumers.

It’s the first time that a fragrance is really being sold with the model that I’m doing it at. It’s really just using online sales and doing it all digitally,” she said. There is one exception: The range will have a small off-line presence, to start, at Los Angeles-based e-commerce site Violet Grey’s store on Melrose Place.

Like her 20-year-old sister Kylie Jenner, Kardashian is angling to create a multihundred-million-dollar empire. The Kardashian-Jenners’ beauty businesses are going toe-to-toe with industry behemoths like L’Oréal, Coty Inc., Shiseido Co. and The Estée Lauder Cos. Inc., with single-day sales volumes and record sellout times that even the largest of legacy beauty brands can’t command.

Kardashian maintained that production for Crystal Gardenia is in line with her first two launches, meaning that 300,000 bottles will go on sale Wednesday — and will likely all sell out. If one averages price of the two bottle sizes ($47.50) and multiplies that by 300,000, the potential sales volume for her first day in business — or minutes, if they sell as quickly as the KKW by Kylie Cosmetics sets — is $14.3 million.

Though Kardashian has forayed into the fragrance world before through a licensing deal with Lighthouse Beauty, this time, the operation is wholly owned by the 37-year-old, who oversees every aspect of the process, from inception to final packaging.

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In Woman Made, VIOLET GREY profiles female beauty entrepreneurs who are considered industry game changers for their individual approach to business. Each one entered the conversation in her own manner and maintained a steady, if not unparalleled, trajectory with her indomitable spirit. Here, we talk to the world-famous founder of KKW Fragrance about her most personal launch to-date.

Every time my Dad would travel, he’d bring me and Kourtney back a perfume,” says Kim Kardashian West, recalling how, like many women, her love of fragrance started young. “Benetton made this perfume called Tribu, and it’s all me and my friends wanted. We were so obsessed with Tribu, and the bottle is so ugly—it’s yellow, and red, and it’s not even cute! But I still have the bottle he gave me.

Of course, the young Kardashian West soon graduated to other scents beloved by teenage girls the world over; she name checks Thierry Mugler’s Angel and Dior’s J’adore as perfumes she’d lust over. Unlike other beauty-obsessed teens, however, Kardashian West went on to release six scents of her own (alongside the makeup line, the magazine appearances, the TV show, and being the most famous woman in the world). It’s the occasion of the launch of her seventh, KKW Fragrance’s Crystal Gardenia, which brings her to VIOLET GREY.

Gardenia has always been my favorite fragrance,” she says while having her newly bleached hair coiffed on set in Los Angeles. “Gardenias are my happy place. When I smell them, it brings me back to memories of being eight years old in Hawaii,” she elaborates. In a way, it’s actually sort of a subversive choice to focus on such classic bloom when you’re known for changing your look every couple of weeks. “I have seven fragrances, and my first one was heavily gardenia. And that’s my favorite scent out of the seven. I’m still working with the perfume house that did my other seven, Givaudan, and I love them, but this is a really independent project for me, and I wanted to start out with what I love best.

As we know, a huge amount of work goes into making a fragrance, from the scent itself, to the design of the bottle, to the campaign that accompanies it. And, of course, Kardashian West herself was at the head of all these decisions. “But I do trust the perfume house, because they are the experts,” she laughs. “The meetings are fascinating, because you go in and have lists of everything you love, everything that evokes a memory.” On top of the gardenia, she added jasmine and tuberose. They come together in a kind of feminine maelstrom that’s redolent of the Hollywood Hills at night. The bottle too, speaks of Los Angeles. “My bottle looked like a crystal—it was all about healing. I feel like when I started to make the fragrance a year ago, it all just really clicked in my head. People would come over and give me these healing crystals, and I wanted a perfume I could hold in my hand like a healing crystal, that gives off good vibes and good energy.” She smiles. “And that’s what I thought I’d find in gardenia.

Kim admits that she loves “really strong scents—like you walk in the room and you know that someone has something delicious on.” She loves Jo Malone’s Red Roses, as well as the aforementioned Dior J’Adore. “I’ve had that since forever. It reminds me of being in Las Vegas, and buying it—I was like, I have to have this,” she deadpans. “I didn’t have any money then, and I was working at this store, and I remember using my paycheck to get that J’adore Dior. That was luxury. I thought it was amazing.

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