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Kim Kardashian is like a shark, constantly moving forward. But nearly a year ago, she did the unexpected when she shut down KKW Beauty to rethink and rebrand. In the interim, she tended to other endeavours and continued expanding her billion-dollar shapewear line, Skims. Now, she's sharing the fruits of her free time: Kardashian announced the launch of her first-ever skin-care line, Skkn by Kim, a nine-product range backed by Coty, which acquired Kylie Cosmetics in 2019.
Kardashian has previously been open about her years-long struggle with psoriasis, and she said the experience and subsequent investigation into cosmetic ingredients inspired her venture into skin care. With the line, she hopes to bridge the gap between the average consumer and her access to top dermatologists. "I knew I had to share my learnings," Kardashian said in a statement. "Fuelled by years of gathered insights, SKKN BY KIM's science-backed formulas work together to reactivate skin's inner potential and inspire confidence."
"I knew I had to share my learnings."
Described as being "at the intersection of elevated simplicity and innovative science," the brand claims to cater to all skin types, tones, and textures. The packageing is also thoughtfully designed, with refills available for individual purchase so that original tubes and tubs can be continually reused. "In all of my business endeavours, I've been fuelled by my passion to fill gaps in the market with expertly-crafted and universally-loved products that are performance driven — and I have carried this same drive and approach with me into creating a legacy skincare brand," Kardashian said.
So, what are the products exactly? The core collection consists of a gentle foaming cleanser, a toner, and an enzymatic exfoliator, as well as two serums, two oils, and two creams. For the serums, there is a trusty hyaluronic-acid option and a vitamin C8 option. Of the two oils, one involves vitamin C and the other is meant to be applied before bed. Lastly, there is a moisturising eye cream, which is also formulated with hyaluronic acid, and a face cream that claims to offer a natural alternative to retinol.
Kardashian is among many celebrities to come out with a skin-care line in the last year: Scarlett Johansson recently launched The Outset, Winnie Harlow dropped Cay Skin focussed on sun protection, and Hailey Bieber is gearing up for the long-awaited arrival of Rhode. Despite growing fatigue from consumers over the onslaught of celebrity-owned beauty brands, business is booming, and a recent report by Grand View Research found that the market size for global skin-care products is expected to reach $196 billion by 2030.
Skkn by Kim launches on June 21, available exclusively through its own website. Prices range from $43 to $95, or $37 to $81 for refills. Shop the products ahead.