SKIMS Acquires SKKN to Enter Beauty

This move turns SKIMS from a celebrity led apparel label into a broader personal care platform where one brand can sell what women wear, what touches their skin, and eventually what they spray on top. By buying SKKN by Kim and pulling Kim Kardashian’s beauty rights into the same company, SKIMS can market skincare and fragrance to the same audience that already buys shapewear, underwear, swim, and loungewear, instead of sending that demand to a separate business.1 2 3 4

• The deal was a clean ownership reset. Coty disclosed that it sold its 20% stake in SKKN to SKIMS on March 21, 2025, ending that partnership. That gives SKIMS direct control of the beauty brand, rather than licensing around an outside beauty conglomerate.2 3
• The hire matters as much as the acquisition. SKIMS appointed Diarrha N'Diaye-Mbaye as EVP of Beauty & Fragrance to build the category. She founded Ami Colé, a makeup brand built around melanin rich skin tones, which fits SKIMS’s existing playbook of winning underserved consumers through shade and fit inclusivity.1 4 5
• The commercial logic is cross sell and basket expansion. SKIMS had already grown from shapewear into underwear, swim, loungewear, and menswear, and reached about $750M of estimated 2023 revenue. Beauty gives it a higher frequency category that can be replenished more often than apparel and sold through the same brand funnel.1 5

The next step is turning SKIMS Beauty into the same kind of category extension that worked in apparel. If the 2026 launches translate SKIMS’s inclusive sizing and skin tone logic into foundation, skincare, and fragrance assortments, the company can become less of a one hit shapewear brand and more of a repeat purchase lifestyle business.1 4 5