The $600 Billion Question: Can SKIMS Disrupt Beauty Like It Did Shapewear?

Kim Kardashian has brought her beauty and lifestyle brands under one roof in a strategic move to unify her business ventures. SKIMS, the lifestyle brand co-founded by Kim and entrepreneur Jens Grede, has acquired SKKN BY KIM from Kardashian and beauty giant Coty, consolidating the reality-TV-turned-business mogul's beauty ventures—including her name, image, and likeness (NIL) rights—under the SKIMS umbrella.

The acquisition marks SKIMS' boldest expansion yet, positioning the brand to enter the $600 billion global beauty and skincare market by 2026. It plans to launch products that redefine the industry much like it disrupted shapewear and apparel.

From Shapewear to Skincare

Since its 2019 launch, SKIMS has grown from a shapewear disruptor into a cultural powerhouse, offering inclusive solutions across intimates, loungewear, swimwear, and activewear. Its recent partnership with Nike for the NikeSKIMS activewear line underscored its ambition to dominate lifestyle categories. Now, by absorbing Kardashian's beauty ventures, SKIMS aims to replicate its apparel success in cosmetics, skincare, and fragrance.

The acquisition unifies Kardashian's beauty legacy under one brand. Her 2017 launch of KKW Beauty revolutionized contouring and makeup accessibility, while KKW Fragrance earned industry acclaim, including a 2020 FiFi Award for "Fragrance of the Year." SKKN BY KIM, launched in 2022, blended minimalist luxury with clinical skincare, cementing Kardashian's reputation as a beauty innovator.

"My mission has always been to create products that resonate deeply—whether it's shapewear that empowers or skincare that transforms," said Kardashian, SKIMS' Chief Creative Officer and Co-Founder. "Uniting everything under SKIMS streamlines that vision."

Why Coty Relinquished Its Stake

Coty, which acquired a minority stake in Kardashian's beauty ventures in 2020 for $200 million, has faced challenges in recent years, including sluggish growth in its skincare division. The decision to sell its stake in SKKN BY KIM reflects a strategic pivot toward other celebrity partnerships, such as its collaboration with Beyoncé's Cécred haircare line. For SKIMS, the acquisition eliminates fragmented brand ownership, granting full control over Kardashian's beauty expertise and intellectual property.

 A New Era of Brand Consolidation

Analysts see the move as a masterstroke in vertical integration. By centralizing Kardashian's ventures, SKIMS can leverage its direct-to-consumer (DTC) infrastructure and global retail footprint—including stores in New York, Los Angeles, and London—to cross-sell beauty and apparel. The brand's mastery of viral marketing, fueled by Kardashian's 364 million Instagram followers, further positions it to disrupt beauty norms.

"This isn't just growth; it's about entering a new category with authority," said Jens Grede, SKIMS CEO and Co-Founder. The company plans to launch its beauty line in 2026, though specifics remain under wraps. Industry insiders speculate SKIMS will prioritize inclusivity, offering diverse shade ranges and gender-neutral fragrances, mirroring its apparel ethos.

Looking Ahead

SKIMS' expansion comes amid rising demand for holistic lifestyle brands. Competitors like Rihanna's Fenty Beauty and Selena Gomez's Rare Beauty have blurred lines between beauty and cultural influence, but SKIMS' unique advantage lies in its seamless integration of Kardashian's personal brand. With SKKN BY KIM's science-driven formulations and SKIMS' tech-driven supply chain—famously capable of restocking sold-out items in weeks—the merger could set new standards for innovation.

The deal also hints at Kardashian's long-term vision. By consolidating her ventures, she avoids the pitfalls of brand dilution, ensuring her influence remains tightly curated. As SKIMS prepares to reshape beauty, the industry watches closely: Will its "solutions for every body" philosophy translate to skincare and fragrance? If history is any indicator, Kardashian's Midas touch suggests it will.

What's Next: SKIMS will begin rolling out beauty products in 2026, with details to be announced later this year. The brand now focuses on integrating SKKN BY KIM's assets and scaling production to meet anticipated demand.