In a strategic move that has captured the attention of both the fashion and beauty industries, Skims, the renowned shapewear and apparel brand founded by Kim Kardashian, has acquired SKKN BY KIM from its founder and beauty conglomerate Coty. This acquisition signifies a pivotal moment in the evolution of Kardashian's business ventures, merging her successful fashion label with her skincare line to create a more cohesive brand identity. Follow us for Johanna Ortiz Fall 2025.
Kim Kardashian and Coty
Kim Kardashian's foray into the beauty industry began with the launch of KKW Beauty, a brand that quickly gained prominence for its contour kits and inclusive makeup products. Recognizing the brand's potential, Coty, a global beauty company with a rich history dating back to 1904, acquired a 20% stake in KKW Beauty in 2021. This partnership aimed to leverage Coty's extensive resources and expertise to expand the brand's reach and product offerings.
In June 2022, Kardashian introduced SKKN BY KIM, a high-performance skincare line developed in collaboration with Coty. The nine-product collection was designed to cater to various skin types and tones, emphasizing science-backed formulations and sustainability through refillable packaging. The launch was a testament to Kardashian's commitment to providing quality skincare solutions, drawing from her personal experiences and collaborations with dermatological experts.
Every Celebrity Skims Campaign
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Coty's Acquisition of KKW Beauty
Coty's investment in KKW Beauty was part of its strategy to partner with influential personalities and revitalize its brand portfolio. By acquiring a stake in Kardashian's beauty ventures, Coty aimed to tap into her vast global influence and the burgeoning direct-to-consumer beauty market. The collaboration sought to innovate product development and expand distribution channels, aligning with Coty's goals of modernizing its offerings and appealing to a broader audience.
Skims and Coty
The recent decision by Skims to acquire SKKN BY KIM from Coty and Kardashian represents a strategic consolidation of Kardashian's business endeavors. By bringing the skincare line under the Skims umbrella, there is potential for a unified brand experience that seamlessly integrates fashion and beauty. This move allows for streamlined operations, cohesive marketing strategies, and the opportunity to cross-promote products to a shared customer base.