Plus, why she chose to partner with Ulta over Sephora for KKW Fragrance.
It was thoroughly On Brand.
Meet the Kimoji-KKW Fragrance crossover perfume line.
"It's amazing when you can really go head-to-head with some major brands, just doing it our own way."
What's more, she did so without traditional marketing. Damn.
First: The campaign imagery is [insert fire emoji here].