Kim Kardashian confirms SKIMS Beauty 'is coming next' and that it's 'major'

Kim Kardashian has confirmed that SKIMS Beauty is on the way - marking the long-awaited return of her cosmetics empire (once known as KKW Beauty) under her billion-dollar shapewear brand.

Speaking on Call Her Daddy with host Alex Cooper, the reality star and entrepreneur teased the new venture, saying: "The one thing I’m really excited about is SKIMS Beauty. That is coming next, and that’s gonna be so f*ing major."

Kardashian went on to explain the transition from her previous beauty business, KKW Beauty: "I sold the company and then I bought it back and sold it to SKIMS."

She said that the move was part of a wider strategy to consolidate her beauty, fragrance, and fashion ventures under the SKIMS umbrella: "SKIMS has such a great production team… we’re going to make it so much fun - fragrance and makeup and all the things."

KKW Beauty

The announcement sparked excitement among fans, especially those nostalgic for Kardashian’s cult-favourite KKW Beauty products. She addressed the online demand directly, promising that the lipliners and contour sticks KKW was renowned for is coming back. She added: "We’re gonna bring back what works and we’re gonna make it so major and so great."

Launched in 2017, KKW Beauty was an early player in the influencer-led beauty boom, driving millions in sales before Kardashian shut it down in 2021 to "rebrand with a more modern, elevated, and sustainable new look." Its return, now as SKIMS Beauty, signals her ambition to turn SKIMS into a full-scale lifestyle powerhouse.

The news follows SKIMS’ first foray into beauty earlier this year with the viral Seamless Sculpt Face Wrap (pictured in the main image) - a collagen-infused compression mask designed to lift and contour the jawline. The launch blurred the lines between shapewear and skincare, selling out within hours and sparking debate online over its futuristic aesthetic. At the time, Kardashian was already hinting at a fuller return to cosmetics.