Less than three years after Kim Kardashian launched SKKN by Kim, her shapewear brand Skims has acquired Coty’s minority stake and Kardashian’s majority stake in the beauty label.
Announced on Mar. 21, the deal sets the stage for Skims’ planned expansion into beauty in 2026. Skims’ ownership comes with Kardashian’s name, image and likeness rights for beauty including cosmetics, skincare and fragrance. The release noted the brand would be launching into all three categories.
In a statement, Kardashian said that “uniting everything under the Skims brand streamlines” her vision for shapewear, lingerie, makeup and skincare.
An announcement posted to SKKN’s Instagram said that customers could buy products “for a limited time as we prepare to relaunch under the Skims brand.” After shutting down KKW Beauty in 2021, Kardashian launched SKKN in 2022 starting with skincare, and later expanded the brand into makeup. She stated last year that the label would be launching fragrance.
“This acquisition isn’t just growth,” says Jens Grede, CEO and co-founder of Skims in a statement. “It’s about the strength of our brand and our ability to enter a new category with authority.”
Learn more:
Why Beauty Wants More From Kim Kardashian
The celebrity founder debuted her third attempt at makeup today under her newish label SKKN. But in a much more crowded market, it’s unclear what impact the line can and will have.