The Skims Revolution: How Kim Kardashian Redefined Shapewear and Built a Billion-Dollar Brand

By Eleonore Kim '28 & Sydney Sager '28

In the world of celebrity entrepreneurship, few have achieved the remarkable success Kim Kardashian has with Skims. Launched in late 2019, this shapewear brand has not only redefined the undergarment market but has also allowed for Kim to earn a spot on Forbes’ list in 2021 with a net worth of around $1.2 billion. The journey of Skims is a testament to how understanding market needs and embracing inclusivity can transform an idea into a cultural phenomenon.

From Shapewear to a Lifestyle Brand

Kim Kardashian’s path to success was not without its challenges. Before Skims, her entrepreneurial goals ranged from beauty lines and fragrances to even a mobile game. While these were financially successful to an extent, they often failed to create a lasting impact. It wasn’t until she co-founded Skims that she found a project that resonated with most consumers. Initially launched as a shapewear company, Skims has expanded its offerings to include loungewear, swimwear, menswear, and people with disabilities, catering to a broader audience.

In a candid reflection on her early career, Kardashian admitted to Time magazine that she often felt like she was “winging it.” This led to an unplanned approach, including licensing deals that seemed contradictory, like a cupcake brand alongside a weight-loss pill. Skims marked a turning point—a brand built from the ground up with a clear vision and purpose.

The Birth of SKIMS

The idea for Skims emerged from Kardashian's personal experiences. Before launching the brand, she stated to Time magazine in 2023, “I used to take my shapewear and dye it with tea bags and coffee in the bathtub,” aiming for the perfect shade to match her outfits. This DIY approach highlighted the gap in the market for inclusive, functional shapewear. 

In partnership with Jens and Emma Grede, Skims made a conscious effort to promote inclusivity. The brand introduced a range of sizes from XXS to XXL and offered products in 10 different skin tones. This allowed Skims to stand out in an industry that often overlooked diversity. Additionally, Skims dedicated a section to cater to customers with limited mobility, demonstrating that the brand is committed to making everyone feel comfortable and stylish.

Achieving Phenomenal Success

The numbers tell the story of Skims' success. By 2022, the brand achieved a valuation of $3.2 billion, a remarkable feat driven by $500 million in sales that year, with projections of reaching $750 million in 2024. Skims has garnered an impressive 11 million people on waitlists for its products, showcasing the high demand and consumer enthusiasm. It’s no wonder that 70% of Skims customers are Gen-Z or millennials, indicating a strong connection with younger audiences. Kardashian’s hands-on approach to her brand has undoubtedly played a significant role in its success. She has tried on over 7,000 pieces, selecting fabrics and designs personally. Her emphasis on creativity and marketing, rather than logistics, allows her to maintain a strong brand identity that resonates with her audience. 

The Future of SKIMS

As Skims continues to grow, the brand’s mission of inclusivity remains the most important value. With plans to expand further and reach international markets, it’s positioned to leave a lasting mark on the fashion industry. The fact that it made Time's list of the 100 Most Influential Companies in June 2023 speaks volumes about its cultural impact. Moreover, Kardashian's journey serves as an inspiration for aspiring entrepreneurs. She has turned the trials and tribulations of her previous ventures into a learning experience, creating a brand that not only meets market demands but also fosters a sense of belonging among its customers.

Kim Kardashian’s Skims is more than just a shapewear brand; it’s a movement that embraces body positivity and inclusivity while redefining how we think about undergarments. From humble beginnings and a bathtub full of tea to a billion-dollar valuation, Skims represents the power of innovation, creativity, and resilience. As the brand continues to expand and evolve, one thing is certain: it has set a new standard for what it means to be a successful entrepreneur in the modern age.