Tuesday, June 6, 2023

Kim Kardashian Stakes a Claim In Clean Beauty With 9-Step Skkn


Skkn By Kim, the new clean skincare line by Kim Kardashian will be available later this month following a ten-month hiatus from her former beauty brand, KKW Beauty.

It’s been nearly a year since Kim Kardashian’s KKW Beauty shut down. In an Instagram post last August, the celebrity beauty brand deleted its feed posts, and left a “currently away” note to its followers.

“On August 1st midnight we will be shutting down the kkwbeauty.com site so that we can come back to you under a completely new brand with new formulas that are more modern, innovative and packaged with an elevated and sustainable new look,” the statement said.

Then, earlier this year, KKW Fragrance also closed its doors, promising to return renewed and better than ever.

Fans of the brand who have been eagerly waiting for the re-launch were directed this morning to a new Instagram channel and the long-anticipated brand Skkn By Kim via the KKW Beauty channel.

Skkn By Kim

“We are excited to finally introduce to you SKKN BY KIM, a rejuvenating nine-product skincare ritual that @kimkardashian developed from start to finish,” read the Instagram post. “Featuring refillable packaging, and clean, science-backed ingredients designed to nourish all skin types, tones, and textures at all stages of maturity —SKKN BY KIM is launching on June 21 at 9a PT / 12p ET exclusively on SKKNBYKIM.COM.”

As promised, the line is coming back—at least partly—with clean skincare formulas, a nod to Kardashian’s own struggles with psoriasis, an autoimmune condition that affects the skin. Makeup and perfume is not part of the launch.

“In all of my business endeavors, I’ve been fueled 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 skin care brand,” Kardashian said in a statement.

The company says the products work for all skin types, tones, and textures “at every stage of maturity.”

The new line, a partnership with Coty, which took a 20 percent stake in KKW Beauty and KKW Fragrance in 2020 for $200 million, features nine products: a toner, an exfoliator, a hyaluronic acid serum, a vitamin C8 serum, a face cream, an eye cream, oil drops, and a night oil. All products come in refillable packaging and range in price from $37 to $95.

“I wanted to just stay true to exactly what I use, even if everyone was saying this is overwhelming,” Kardashian told The New York Times.

“That’s why I’m here — to break it down, to be like, ‘They’re all necessary,’” she says of the products. The toner uses double acidic and enzymatic exfoliation through a blend of enzymes, AHAs and witch hazel, which Kardashian says reduces the appearance of pores and improves skin texture. The exfoliator features pomegranate and pumpkin enzymes to help cleanse the skin by sloughing off dead skin cells. The “supercharged Vita-C Glow Oil” is aimed at promoting glowing skin.

All combined, the kit runs $630 before refills.

“It’s definitely more prestige, and in order to get the types of ingredients that I would not really miss out on, it was kind of a necessity,” she said. “The products I was using that were comparable were way more expensive, not to compare anything. I tried to get the quality for the best price that we could, especially the vitamin C serum.”

According to Kardashian, what began as a psoriasis diagnosis became “the catalyst for my journey of skin care discoveries, inspiring me to learn more about my skin and how to take care of it,” she said. “Working with some of the top dermatologists and estheticians over the years has given me the incredible opportunity to learn from their expertise — and I knew I had to share my learnings.”

The products will be direct-to-consumer via the new Skkn By Kim website, with tutorials and educational content to help consumers tailor skincare regimens to their unique needs.

Celebrity skincare

The launch comes as celebrity skincare is having a moment. Rihanna’s Fenty Beauty has increased its offerings of clean skincare products. Alicia Keys recently added color to her Keys Soulcare range. Scarlett Johannson recently launched The Outset—a minimalist clean skincare range based on her own regimen.

Celebrity suncare is also making waves; supermodel Winnie Harlowe’s Cay Skin and tennis star Naomi Osaka’s Kinlò, which now counts Colin Kaepernick as an investor, are focused on clean ingredient sun care for all skin tones.

kinlo skincare
Naomi Osaka for Kinlò | courtesy

There’s also Kylie Cosmetics—the range developed by Kardashian’s half-sister, Kylie Jenner, which now boasts clean and vegan ingredients as part of its sustainability commitment.

For Kardashian, Skkn By Kim is more than just a revenue stream.

“So many people want to act like they don’t care about how they look,” she told the Times. “I’m not acting like it comes easier or it’s all natural. You just don’t wake up and use whatever. You wake up, you use ingredients. The P.R.P. facials, stem cell facials, lasers — all of that is work.”

Skkn by Kim will be available starting June 21 on Skknbykim.com.


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