In the ever-evolving world of beauty and fashion, Kim Kardashian has once again proven that she knows how to keep her audience guessing. This week, the reality TV icon-turned-entrepreneur announced a major shift in her business empire — one that signals the end of an era and the start of something new.
Taking to the official SKKN by Kim Instagram account, Kim revealed that her skincare line, SKKN by Kim, will now be fully integrated under the SKIMS brand — the highly successful shapewear and apparel company she co-founded. The announcement caught fans and beauty enthusiasts by surprise, but in true Kim fashion, the move appears to be strategic, calculated, and perfectly timed.
“We’re excited to announce SKIMS has acquired SKKN by Kim! Enjoy your favorite SKKN essentials for a limited time as we prepare to relaunch under the SKIMS brand,” the announcement read.
For those closely following Kim’s business ventures, this marks another bold chapter in her journey as a mogul. According to reports from the Daily Mail, the acquisition involves both Kim’s 80% ownership in the skincare line and the remaining 20% stake previously held by beauty giant Coty. Essentially, SKIMS now owns SKKN by Kim in its entirety — consolidating Kim’s business ventures into one powerhouse brand.
But this isn’t the first time Kim has rebranded in the beauty space. Fans will remember that SKKN by Kim was itself born out of the closure of KKW Beauty — Kim’s original makeup and skincare line. Back in 2021, KKW Beauty was shut down as part of a planned rebranding effort, only to reemerge a year later as SKKN by Kim, with a sleek minimalist design and a focus on skincare essentials.
Now, just a few years later, Kim is hitting the reset button again. But rather than starting from scratch, she’s folding her skincare line into the globally recognized SKIMS brand — a move that not only strengthens SKIMS but also streamlines Kim’s growing empire.
The decision comes at an interesting time. Kim has been facing public feuds with ex-husband Kanye West, who once played a significant role in helping shape the aesthetic of her brands. Their tumultuous relationship often spilled over into their creative ventures, but with this rebranding, Kim appears to be distancing herself further from her past — both personally and professionally.
“My mission has always been to create products that resonate deeply — whether it’s shapewear and lingerie that empowers or make-up and skincare that transforms,” Kim once said about SKKN. That vision hasn’t changed. If anything, this rebranding signals her intent to simplify her message and make her empire even more accessible to her massive global audience.
SKIMS, which started as a shapewear brand, has grown far beyond its original niche. Today, it offers everything from loungewear to swimwear, earning billions in valuation and cementing its place as a leading name in fashion. The brand’s success has been nothing short of phenomenal, driven by a combination of celebrity marketing, inclusivity, and high-quality products.
By bringing skincare under the SKIMS umbrella, Kim is betting that her loyal customers will embrace the idea of a one-stop shop — a place where they can buy everything from figure-hugging bodysuits to hydrating serums. It’s a smart play in an era where consumers crave convenience and cohesion.
“While we work to create something new, head over to the SKIMS page for updates and to shop your favorites,” Kim’s statement concluded, offering a hint that a refreshed product lineup is already in the works.
For many, this feels like the natural next step for Kim. After all, SKIMS has become synonymous with her personal brand — modern, minimalist, and made for everyone. Merging her skincare line with SKIMS means a unified aesthetic, a stronger brand identity, and likely, increased market share in both the beauty and fashion industries.
Industry experts predict that this move could also pave the way for SKIMS to expand further into the beauty world — think makeup, haircare, or even wellness products. With Kim’s massive influence and business acumen, the possibilities are endless.
Fans have reacted with mixed emotions. While some expressed sadness at the end of SKKN by Kim as a standalone brand, many are excited to see what this new chapter holds. Social media was flooded with comments like, “Kim is a genius — she knows exactly what she’s doing,” and “Can’t wait to see the new SKIMS beauty line!”
Indeed, Kim’s ability to pivot and adapt has always set her apart. Whether she’s navigating personal challenges or professional rebrands, she understands the value of timing — knowing when to hold onto something and when it’s time to let go.
What remains clear is that Kim Kardashian is far from done building her empire. From reality TV to billion-dollar businesses, she continues to redefine what it means to be a modern mogul. With SKIMS now poised to venture deeper into beauty, Kim is once again setting her sights on domination — not just in one industry, but across multiple.
It’s a reminder that in the world of business, change is often the key to survival — and success. Kim Kardashian seems to understand that better than most. By embracing change, she’s not just preserving her brand; she’s ensuring that it evolves with her, her audience, and the times.
As the beauty and fashion world watches closely, one thing is certain: Kim Kardashian’s next move will be worth the wait.
