Kim Kardashian’s lifestyle brand, SKIMS, has entered a new stage of evolution. By acquiring her own beauty brand, SKKN by Kim, the company is moving toward an unprecedented brand integration, uniting the realms of fashion and beauty under one powerful umbrella.
On March 21, SKIMS officially announced the acquisition of the majority stake in SKKN by Kim held by Kardashian, as well as the 20% minority stake previously owned by global beauty giant Coty Inc. With this strategic move, SKIMS will be restructured as a comprehensive lifestyle brand, covering apparel, skincare, makeup, and fragrance.
Kardashian shared her vision regarding the consolidation: “My mission has always been to create products that resonate deeply—whether it’s shapewear and lingerie that empowers or makeup and skincare that transforms. Uniting everything under the Skims brand streamlines that vision.”
On SKKN by Kim’s official Instagram account, a message hinted at the brand’s transition:
“Enjoy your favorite SKKN essentials for a limited time as we prepare to relaunch under the SKIMS brand.” This suggests that current SKKN by Kim products will be available only while supplies last.
This is not the first instance of brand consolidation in Kardashian’s portfolio. In 2021, KKW Beauty was closed, followed by the discontinuation of KKW Fragrance in 2022. Later that year, SKKN by Kim was launched, initially as a skincare brand. In 2023, it expanded to include makeup and fragrance, reflecting a broader approach to beauty.
Coty, the seller of the minority stake, is also the majority stakeholder in Kylie Cosmetics, the beauty brand of Kardashian’s half-sister Kylie Jenner. The company plans to continue strengthening its partnerships in the beauty sector.
Anna von Bayern, CEO of Kylie Cosmetics and head of Kardashian’s beauty business at Coty, stated: “Since Coty’s establishment over 120 years ago, we have remained at the forefront of consumer innovation. We are the go-to partner for global brands, fashion houses, and celebrities looking to create leading beauty products. I would like to thank Kim for the partnership and look forward to continuing our work on our hugely successful Kylie Cosmetics brand, which we have grown by 1.5x in the last two years and where we own the majority, as well as hold the perpetual license.”
According to SKIMS, the newly integrated beauty and fragrance lines are scheduled to launch in 2026. Further details will be announced in due course. In the meantime, fans are encouraged to purchase existing SKKN by Kim products while they are still available — it may be their last chance.
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