Skims, the U.S.-founded shapewear and lifestyle brand by Kim Kardashian, is making its debut in the Middle East.
Until now, customers in the Gulf Cooperation Council (GCC) region — including Qatar and Saudi Arabia — could only purchase Skims products online through select e-commerce platforms. That will soon change with the opening of a flagship store at Dubai’s upscale Mall of the Emirates, marking the brand’s first physical retail presence in the region.
According to local media, promotional banners for the brand were spotted inside the Mall of the Emirates on August 6, with the store expected to be located near the cinema area. While Skims and Kardashian have yet to announce an official opening date, anticipation among local consumers is already building.
Founded in 2019 by Kim Kardashian, Skims has grown rapidly with its inclusive size range and diverse skin-tone palette. In addition to shapewear, the brand offers loungewear, swimwear, and menswear, with several products — such as its viral bodycon dress — achieving cult status on social media. The company is currently valued at $4 billion, with annual sales approaching $1 billion.
Most recently, Skims launched a “face shapewear” product designed to be worn during sleep to contour the jawline, sparking debate over whether it perpetuates unrealistic beauty standards. In 2024, the company also acquired Kardashian’s skincare brand SKKN by Kim, advancing its strategy to integrate apparel and beauty under a unified brand identity.
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