After creating a multi-million dollar business with Skims, Kim Kardashian brings more skin in the game with SKKN. As the name suggests, Kim will soon add another category to her empire. Joining the crowning glory, shapewear brand SKIMS, and perfume label KKW Fragrance will be a wholly revamped skincare line. Coty Inc. acquired a 20% stake in the KKW Beauty business with a $200 million deal resulting in this relaunch shifting focus from cosmetics to out-and-out skincare. No doubt there will be competition between Kim Kardashian and Kylie Jenner, who also runs a mighty skincare business with a similar name- Kylie Skin.
Kardashian was planning this move since August 2021, when the reality star-turned-entrepreneur announced that she would pause KKW Beauty for a “completely new brand with new formulas that are more modern, innovative and packaged in an elevated and sustainable new look.” Coty also owns part of Kylie Cosmetics, the Kylie Skin brand. According to Hypebae, Coty’s chief executive Sue Y. Nabi said, “We are focusing on skincare. We really wanted to create something disruptive and top-notch in terms of quality and ingredients. So we are focusing on making this a huge success, and then we will see for the other categories later.”
It’s the year of skincare, not just at Coty, but it appears to be a trend that’s here to stay. Tedious, time-consuming makeup rituals are being shown the door by the very people (read: Kardhasians) who started the revolutionary trend in makeup with contouring, lip kits, and more. Not just makeup, Kim Kardashian successfully changed the game of shapewear. The Skims x Fendi line reportedly made $1 million within 60 seconds of going live, which also caused it to sell out. Skims doubled in value in less than a year to $3.2 billion after raising $240 million in its latest funding round in nine months. Business of Fashion reports that the line will be revealed between April and June 30. I believe this will follow the same path to success as Skims; until then, keep reading this space for more updates.