When Kim Kardashian entered the perfume world last November, her crystal-themed line sold out in days. As a master of hype, the sell-out didn’t come as a huge surprise. After a few weeks of teasing the scents’ Insta-ready crystal bottles (on top of crystals for good measure), people were clearly ready to buy scent unsniffed and the line made $10 million dollars in one day. Now, Kardashian is launching a trio of Kimoji Heart fragrances, and to say they’re Insta gold is putting it lightly.
Kardashian posted our first look at the coming perfumes on Instagram, with the caption, “Will you be our Valentine? @kimoji Heart fragrances coming 02.01 ?KKWFRAGRANCE.COM.” Going by KKW Fragrance’s Instagram, there will be three Kimoji Heart perfumes, each in a pastel, candy-heart shaped bottle. The pink is named “BFF,” the purple, “Ride or Die,” and the mint, “BAE.”
Other than the domain name, the Kimoji Heart line looks like a distant second cousin to the Crystal family (then again, given the Kar-Jenner clan, a distant second cousin could become a major player at any moment). It’s a clear 180 from her first line’s L.A.-luxe aesthetic, and commenters were quick to point out the divide. On the “BAE” note, one commenter wrote that Kim “definitely did not check with Kanye” (it recently came out that Kanye has an un-subtle hand in Kardashian West’s wardrobe). But scroll through the KKW Fragrance Instagram feed, and this was clearly a plotted-out aesthetic pivot. A photo of candy hearts popped up a few weeks ago:
Followed by a Lisa Frank-style seascape:
And what looks like someone’s aura reading.
The brand hasn’t dropped pricing details yet, but given that it’s coming to KKW Beauty’s fragrance website on February 1, the cost will likely compare to the brand’s $60 fragrances, rather than go into the slightly cheaper Kimoji price range. Commenters have started speculating that the perfumes will smell like candy, but without word from the brand, it’s hard to guess where Kim will take us next.
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