Coty Sells Stake in Kim Kardashian Beauty Brand SKKN to SKIMS

Coty has announced the end of its partnership with Kim Kardashian and the SKKN by Kim brand to her retail company, SKIMS.

Per a press release, Coty explained that they closed the sale of their 20% stake in SKNN to SKIMS. Thus, moving forward, SKIMS will be the umbrella company for all of Kardashian’s beauty and lifestyle brands.

Anna von Bayern, CEO of Kylie Cosmetics and leader of Kim Kardashian’s beauty business at Coty, said, “Since Coty’s establishment over 120 years ago, we have remained at the forefront of consumer innovation. We are the go-to partner for global brands, fashion houses, and celebrities looking to create leading beauty products.”

Von Bayern continued, “I would like to thank Kim for the partnership and look forward to continuing our work on our hugely successful Kylie Cosmetics brand, which we have grown by 1.5x in the last two years and where we own the majority, as well as hold the perpetual license.” Coty first announced their partnership with the reality star and entrepreneur in 2020.

In 2020, Coty Inc. announced its intention to acquire a 20% stake in Kim Kardashian’s beauty business. This transaction was finalized in 2021, and Coty invested $200 million for a minority share. At the time of the acquisition, the brand was known as KKW Beauty and underwent a rebranding in 2022 to SKKN by Kim.

Kim Kardashian Announced the Acquisition of Her Brand Under the SKIMS Umbrella on Instagram

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A post shared by SKKN BY KIM (@skkn)

The brand shared the news of SKIMS acquiring the SKKN by Kim line on Instagram. The social media post shared information regarding the brand’s future now that it’s housed under the SKIMS line.

“We’re excited to announce SKIMS has acquired SKKN by Kim! Enjoy your favorite SKKN essentials for a limited time as we prepare to relaunch under the SKIMS brand,” the post states. “For SKKN order questions, contact customer service at skknbykim.com. Follow @SKIMS for updates while we work to create something new.”

Kardashian has long wanted to join all her brands under one umbrella. Initially, she was able to do that with SKKN, merging her original KKW Fragrance, KKW Beauty, and KKW Skin lines under SKKN. Kardashian discussed grouping all her products together in 2024 in an interview with Harper’s Bazaar.

“I had KKW Fragrance, KKW Beauty, and then I was gonna launch KKW Skin, but if you think about it, that’s three different partnerships, three different social media channels to run, three different calendars that I would have to partner up with, three different shipping charges for the customer — when it’s all under one beauty brand,” she began.

“So I always wanted to shut everything down and launch one beauty brand that would have everything you could imagine, from skincare, color cosmetics, fragrance, hair care, nails—whatever, you know, is under the beauty umbrella. When I was rebranding and thinking of a name, I always loved the name SKKN, not just for skincare, but spelled like that, because my initials are in the middle, obviously,” Kardashian continued. “I always wanted one brand that can sell all of everything in every beauty category.”