Kim Kardashian’s Skims launches sculpt face wrap

Skims, co-founded by Kardashian with entrepreneurs Emma and Jens Grede and available in Australia through David Jones, has been valued at $US4 billion ($6.2 billion). Collaborations with brands such as Roberto Cavalli and Dolce & Gabbana have contributed to its success, but the Seamless Sculpt Face Wrap product signals a shift into wellness and skincare.

In March, Skims acquired full control of Kardashian’s skincare brand SKNN by Kim, buying beauty giant Coty’s 20 per cent shareholding. Having invested $200 million in the beauty startup in 2021, Coty reportedly lost $71.1million from divesting its stake in the company to Skims. Kardashian then transferred her 80 per cent shareholding to Skims.

Despite its strange appearance, Skims’ fabric face mask taps into a growing market. Neck straps and face and neck firming masks are increasing in popularity, with versions available from Big W and Dick Smith.

Consider it beauty’s answer to fashion’s obsession with the noughties. Surgery style first emerged in 2005, when supermodel Linda Evangelista appeared on the cover of Italian Vogue covered in bandages in the photo shoot “Makeover Madness”. Skims is just the first upmarket brand to make money from the madness.