When SKIMS launched in 2019, it promised to redefine shapewear and inclusivity. Now, with the acquisition of SKKN by Kim from both Kim Kardashian and Coty, the billion-dollar brand is expanding beyond apparel and into the ever-competitive world of beauty and fragrance. But is this an inspired evolution or a calculated consolidation of the Kardashian empire?
A Bold Expansion or a Natural Next Step?
For those paying close attention, this acquisition doesn’t come as a surprise. Kim Kardashian’s beauty ventures have long been a force to be reckoned with—her contour kits at KKW Beauty launched a cultural shift, and SKKN by Kim positioned itself at the intersection of science-driven skincare and minimalist luxury. But merging SKKN into SKIMS signals more than just expansion—it’s a strategic move to unify her NIL (name, image, likeness) rights and streamline her brands under a singular, powerful umbrella.
Kardashian’s statement on the acquisition underscores this: “My mission has always been to create products that resonate deeply—whether it’s shapewear and lingerie that empower or makeup and skincare that transform.” And while SKIMS CEO Jens Grede frames this as a move of brand strength, the underlying message is clear: SKIMS is no longer just about clothing; it’s about becoming the lifestyle brand of the moment.
photo: courtesy of @SKIMS
The Luxury Play: Can SKIMS Dominate Beauty?
SKIMS has already proven its ability to elevate everyday essentials into luxury must-haves, from viral shapewear to a blockbuster Nike collaboration. But beauty and fragrance? That’s a different ball game. Luxury beauty is saturated with legacy players—think La Mer, Chanel, and Estée Lauder—while celebrity-led brands must constantly fight against the ‘trend-driven’ label. Even with Kardashian’s beauty pedigree, this transition isn’t without its risks.
That said, what SKIMS does well is marketing and community-building. If it can apply the same level of branding prowess to beauty as it has to apparel, it could carve out a unique space in the industry. The key challenge? Differentiation. Minimalist, clinical luxury is already a crowded lane (see: Rhode, Dr. Barbara Sturm, Augustinus Bader). SKIMS Beauty will need to offer more than just branding hype—it must bring true innovation.
The Future of SKIMS: More Than a Brand, A Cultural Movement?
The bigger question is what this means for SKIMS as a whole. With its global retail footprint and direct-to-consumer dominance, SKIMS is inching toward something far beyond fashion: a fully integrated lifestyle powerhouse. And with plans to launch beauty and fragrance in 2026, the ambition is clear—SKIMS doesn’t just want to be a brand; it wants to be a movement.
Whether this move cements SKIMS as a true luxury disruptor or another Kardashian-branded play for market dominance remains to be seen. But one thing is certain: in an industry where perception is everything, SKIMS knows exactly how to stay in the spotlight.
