The launch signals a slow, calculated entry into beauty for the billion-dollar brand
The Kim Kardashian-led shapewear label is venturing beyond its core categories with the introduction of its inaugural beauty product, the Skims Face Sculpting Wrap. Launched July 29th, and now sold out, this expansion marks a notable diversification for the brand, positioning it within the competitive beauty and wellness landscape and signaling a broader ambition to capture a larger share of the self-care market.
Beauty has long been speculated as a natural next step for the billion-dollar brand, with Kardashian previously owning KKW Beauty, before pausing operations in 2021. The debut product—a reusable, adjustable wrap with velcro fastening crafted from the same high-compression fabric as the shapewear—draws on the aesthetics and function of the brand’s shapewear roots, offering a beauty-adjacent tool with emphasis on form and contour. While not a traditional cosmetic or skincare launch, the product positions Skims at the intersection of wellness, vanity, and viral beauty tools.
Rather than launching a conventional cosmetic product, the Face Sculpting Wrap represents an extension of Skims’ core competency: body shaping and enhancement through fabric technology. This approach taps into the growing consumer interest and lives nicely within the brand ecosystem, integrating a wellness aspect into the brand’s established solutionwear narrative.
Skims additionally recently purchased Kardashian’s existing skincare brand, SKKN by Kim; an acquisition set to integrate SKKN’s skincare, makeup, and fragrance lines under the consolidated Skims brand by 2026. Seen as a deliberate strategy to unify diverse business ventures under her most successful brand, the brand indicates a comprehensive push into the beauty market that extends far beyond this single tool.
The face wrap launch signals Skims’ intent to test beauty through its own lens—leaning into utility and visibility over traditional formulas. If successful, the move could pave the way for the hopeful, broader Skims beauty line, re-entering a space Kardashian helped define and now returns to with a distinct identity.