Kim Kardashian has decided to close her beauty brand SKKN by Kim, just over three years after launching it in 2022. The brand’s website now displays notices that operations are being wound down. Despite the early buzz and her celebrity backing, SKKN failed to gain enough traction in a saturated market.
One major issue was its complexity and pricing: the core skincare routine spanned nine steps, with a total cost exceeding US$600. That high barrier to entry, combined with changing consumer preferences, made it difficult to maintain momentum. Earlier efforts to reinvigorate the brand, including a makeup relaunch in 2024, didn’t reverse its downward trend.
Ultimately, the closure underscores how challenging it can be to build and sustain a celebrity-driven beauty line, especially when consumers are highly price conscious and have many competing alternatives. Even with the star power of Kardashian, SKKN could not replicate the success of her shapewear enterprise, Skims.
