SKIMS Acquires SKKN From Coty

This deal turns Kim Kardashian’s beauty business from a licensed side project into a product line controlled by the same company that already owns her biggest consumer brand. That matters because SKIMS can now use one customer file, one marketing engine, and one retail footprint to sell bras, shapewear, skincare, and fragrance together. It also removes Coty from the cap table and gives SKIMS direct control over how Kardashian’s beauty identity shows up in stores and online.

• SKKN by Kim launched in 2022 as a Coty partnership, with Coty buying a 20% stake in Kardashian’s beauty business and helping build the skincare line. The March 21, 2025 sale transferred that stake to SKIMS, formally ending Coty’s role in this brand.
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• The strategic logic is less about adding a mature skincare business and more about unifying rights before a broader beauty push. SKIMS paired the acquisition with plans to launch beauty, skincare, and fragrance in 2026, then hired Diarrha N'Diaye to run product development and brand strategy for the new division.
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• In practice, this gives SKIMS the same playbook used by big lifestyle brands. A shopper who comes in for underwear or loungewear can later be sold face cream or fragrance under the same founder identity, through the same site, stores, and social channels, instead of being handed off to a separate company.
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The next step is turning founder driven demand into a repeat purchase beauty business. If SKIMS executes, beauty should raise order frequency, widen shelf space in its own stores, and make the brand look less like a single category apparel winner and more like a multi category consumer platform built around Kardashian’s audience.