Reality television icon and entrepreneur Kim Kardashian has officially announced the imminent launch of a new fragrance, which will form a central part of her expanding SKIMS Beauty venture. The 45-year-old star, in a recent interview with Complex magazine, expressed palpable excitement about the forthcoming release, describing the signature scent as "my next baby." This move represents a significant strategic expansion, consolidating all her beauty and fragrance offerings under the SKIMS Beauty umbrella.
Strategic Brand Consolidation and Relaunch
Kardashian's journey into the beauty industry has seen several iterations, beginning with KKW Beauty in 2017, followed by Skkn By Kim in 2022, which was initially licensed through the global beauty giant Coty. In a decisive shift, Kardashian has now reacquired the Skkn brand and plans to relaunch it exclusively through her highly successful clothing and shapewear company, Skims. This consolidation means the standalone Skkn by Kim brand will be discontinued, with its categories being integrated and revitalised under the Skims brand name.
Jens Grede, CEO and co-founder of Skims, clarified the transition, stating, "We are not going to be continuing the Skkn by Kim brand that Coty was doing. We are relaunching the categories under Skims." This strategic realignment underscores a focused effort to build a cohesive brand identity across multiple product lines.
A Vision for Beauty Redefined
In a statement obtained by DailyMail.com back in April, Kardashian elaborated on her vision for the beauty expansion. "Expanding into beauty isn't just about growing Skims - it's about building on the strength of the brand and bringing our approach to a whole new category," she explained. She emphasised that Skims has always been dedicated to redefining essentials, and this philosophy will now extend rigorously into beauty, skincare, and fragrance.
"With the global community we've built and my experience in beauty, this felt like the right next step," Kardashian added. "We're bringing the same level of innovation, inclusivity and quality that people expect from Skims into products that will truly make a difference. I'm so excited for our customers to experience beauty in a whole new way with Skims."
Hands-On Leadership and Future Ambitions
Despite her numerous business ventures, Kardashian insists on maintaining a deeply hands-on role with the Skims brand. She revealed that she is intimately involved in product development, personally fitting every item and ensuring final approval on details down to the stitching. "I know every single product that we have, I have fit every single product that we have coming out," she asserted, highlighting her commitment to quality and authenticity.
Looking ahead, Kardashian has ambitious plans for Skims that extend beyond beauty. These include a high-profile collaboration with sportswear titan Nike, dubbed NikeSKIMS, which was promoted on her recent Complex magazine cover where she donned an all-black ensemble. Furthermore, she has expressed aspirations to eventually host unique fashion show experiences for the brand, telling WWD.com, "I can absolutely see us doing a show... It would have to be an experience more than a regular show."
Cultural Impact and Personal Advocacy
Kardashian also reflected on the cultural shift her brand has influenced, particularly in normalising shapewear. "I think it's really important, because I wear shapewear with everything, and I think before [Skims] - it's not that it wasn't accepted - it just wasn't cool," she noted. This personal advocacy and demonstration of product use, such as showing how she styles items in her own closet, remain integral to her marketing and connection with consumers.
The launch of the new fragrance under SKIMS Beauty marks a pivotal chapter, blending Kardashian's proven business acumen with her personal passion for redefining industry standards. As the brand continues to evolve, this expansion into beauty is poised to leverage the formidable SKIMS community and ethos, promising innovative, inclusive products that aim to make a significant impact in the competitive beauty landscape.
