Kim Kardashian, it's time move on from the beauty industry
SKKN by Kim is getting a new refresh.
In the past eight years, we’ve suffered whiplash with Kim Kardashian’s beauty ventures, as she launched, shuttered, then re-launched, sold, and then bought back her cosmetic lines.
She first released KKW Beauty in 2017 with the Crème Contour and Highlight Kit. These were not only copies of NYX’s more affordable duo sticks, but the hype surrounding her famous contour style had already died down because so many YouTubers and makeup brands had created accessible ways to achieve the look years prior. Not to mention, the KKW Beauty kit was utter trash—the sticks broke in the first use and the brushes were impossible to blend with.
Three years later, Kim sold a 20% stake in KKW Beauty to Coty Inc. By August 2021, KKW Beauty closed and KKW Fragrance followed suit in April 2022. Later that year, Kim launched SKKN by Kim with nine skin care products. (Still keeping up?)
While the sculptural-inspired packaging felt more elevated and aligned with Kim’s new minimalistic style, the vision wasn’t clear. For one, the brand came out with a nine-product lineup to coincide with Kim’s extensive regimen, in which she told Allure, “I didn't want to launch with three or four products like it was recommended [to me] at the beginning because that's not my skin-care routine. That's not realistic for me.” But a nine-step routine also didn’t make sense for a brand that was trying to exude simplicity, effortlessness, and skinimalism.
Additionally, the $45-$95 price points were astronomical compared to the formulas. Witch hazel, vitamin C, hyaluronic acid, and glycerin were key ingredients touted by the brand, but these are so common, that you can easily find them in $10 face creams and $4 toners. Overall, the formulas were uninspired and overpriced.
Lastly, the skincare line didn’t feel authentic. While the contour kit was more believable as a product Kim used—after all, she had shown fans multiple instances of her hack before she profited off of it—these basic skincare formulas didn’t align with her I’ll “do anything to look and feel youthful” motto.
Like, you expect me to believe the person who said, “I would probably eat shit if someone told me, ‘If you eat this bowl of poop every single day, you’ll look younger’” is only rubbing hyaluronic acid serum onto her face? Not to mention, Kimberly is a serial Photoshopper and filter-user. The skin we see in her photos and campaigns isn’t even her real skin. So, how am I, the consumer, going to believe her creams and cleansers work as advertised?
But here’s where Kimberly is hoping to *finally* get it right: She just acquired SKKN by Kim from Coty Inc. Now, it’ll be housed under her uber-successful SKIMS brand.
“Through this acquisition, SKIMS will open its doors to expand into beauty, skincare, and fragrance,” stated a press release I received. “With plans to start launching in 2026, SKIMS is poised to reshape the beauty and fragrance industry as it has apparel—details forthcoming.”
Personally, consolidating her brands is the smartest move she could make. But Kimberly needs to stop her skin and makeup endeavors altogether. We didn’t buy it then, we won’t buy it now.
My two cents? Body care is her best move. The category isn’t oversaturated and it perfectly aligns with shapewear, creating a cohesive, streamlined experience for the consumer. The tagline could be as simple as: Body care that feels like SKIMS.
Boom, the consumer knows now what to expect, what it’ll feel like, and how it can enhance their getting-ready routine. Body lotions, oils, luminizers, and hand creams are all products that make sense for SKIMS. Plus, it takes the pressure off Kim; we don’t need to believe she uses these products because body care is personal care—it doesn’t demand the same results. Skincare needs to be effective, we want proof it works. Makeup also needs to be effective, we need it to outlast in-office days, outdoor play, etc. Body care? Not so much. No one minds reapplying lotion because it’s all about the experience, it’s all about feeling relaxed and nurtured. Fragrance is another smart category to leverage, but in the home space. Think: fabric softeners, detergents, clothing mists, room mists, and body mists. (SKIMS, I’m here if you need consulting!)
Ultimately, Kimberly’s makeup and skincare track record is terrible. And with the success of SKIMS, it’s detrimental more than ever that she produces high-quality products, executes a clear vision, and fills a void for consumers.
But knowing the Kardashians, it’s likely Kim will take the easy route: she’ll add SKKN to the SKIMS website and call it a day vs. putting any meaningful thought into this new transition. That’s why her beauty endeavors keep crumbling.
Only time will tell how SKKN holds up under its new home. Will you be keeping up?
I am on the team of I don't like any of them.
Sounds like just another grifter.