From being Paris Hilton’s stylist to a reality TV superstar, to a becoming a lawyer like her father, to becoming one of the world’s business titan, Kim Kardashian has proven time and time again that she is not here to play but to dominate and nothing is gonna stand in her way.
Kim Kardashian first stepped into the spotlight as Paris Hilton’s friend, a privilege she enjoys from the fame of her late father Robert Kardashian, who became famous for his involvement as part of the team that secured OJ Simpson’s freedom in a murder trial case. Riding on the waves of this fame, Kim Kardashian truly earned celebrity status when she became one of the co-stars in the family TV reality series, ‘Keeping Up With The Kardashians’, the show that transformed the Kardashian name into a household name.
Rising on the platform the show presented, Kim Kardashian built one of the most powerful personal brands the world has ever seen, a force and queen we stand. Ofcourse for a career-driven and passionate personality as Kim, being one of the faces on a reality show wouldn’t just cut it, Kim Kardashian started to exploit other waters, dipping her toes in territories she was quite familiar within.
First in 2017 came KKW Beauty and fragrance, the KKW standing for Kim Kardashian West, selling her signature lip liner colours, contour kits and body fragrances. In natural Kim Kardashian move for greatness, Kim shut down the KKW line in August 2021 and relaunched as a skincare brand under a new name, ‘SKKN’ in June 2022, focusing on ja 9-step skincare routine. She later reopened the fragrance line under the same new name and added a makeup product line.
Taking a step back to the Covid-era, in 2020, Kim Kardashian sold 20% shares of KKW Beauty to Coty Inc., in a $200 million deal. Coty Inc. is the parent company to some of the biggest beauty brands like Cover Girl, Sally Hansen and OPI. Speaking on the collaboration in a press release, Kim said, ‘I’m so proud of how the KKW brand has grown over the past four years, and I look forward to working with Coty for the next phase of innovation, advancement, and the ability to bring new launches to customers all around the world’.
We guess that phase is over. In a move that shook both the fashion and beauty industries, SKIMS, Kim’s lingerie and shapewear brand has officially acquired SKKN by Kim, bringing everything under one powerhouse brand. If you thought Kim was content with just dominating the shapewear and loungewear industry, think again. This is bigger than a rebrand; it’s the kind of strategic business move that turns brands into empires.
The announcement dropped on March 21, 2025, when Coty Inc., the beauty conglomerate that previously owned a 20% stake in SKKN by Kim, announced that it had officially sold its share back to SKIMS, not revealing the price tag but ofcourse it must have come at a real pricey price. Coty, which still has a major partnership with Kylie Cosmetics, stated that selling its SKKN stake would allow it to focus on innovation and debt reduction. In simple terms? They’re cashing out, while Kim Kardashian takes full control of her beauty empire.
In a press release on March 24, Kim speaking on the Kim-Kardashian like move shared this, ‘My mission has always been to create products that resonate deeply, whether it’s shapewear and lingerie that empowers or makeup and skincare that transform. Uniting everything under the SKIMS brand streamlines that vision. With SKKN now under the SKIMS umbrella,Kim Kardashian is gearing up for something big. Sources say she’s relaunching SKKN’s skincare, cosmetics, and fragrance lines under the SKIMS name—which means SKIMS is officially no longer just about shapewear.
Remember when SKIMS started? It was all about invisible, body-sculpting shapewear that snatched waists and gave women that Kardashian-level contour. Now? It’s a full-fledged luxury lifestyle brand. By adding beauty to the mix, SKIMS is stepping into a much bigger market, competing with names like Fenty Beauty, Victoria’s Secret, and even Chanel Beauty.
And let’s not forget, SKIMS already has a massive celebrity fanbase, from Beyoncé to Hailey Bieber. With a beauty line in the mix, expect the hype to double. This move keeps customers spending longer, shopping more, and staying loyal because now, SKIMS has everything you need, head to toe. This is billionaire business strategy at its finest. With SKIMS Beauty now in the works, expect; more viral launches, bigger product drops, and an even stronger hold on the global beauty and fashion market.
