Kim Kardashian is officially changing the name of her perfume company, KKW Fragrance. The reality star and entreprenuer announced the big news on Friday, April 1, taking to social media to reveal that her fragrance company will be shutting down next month in order to launch under a new name. “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,” Kardashian tweeted.