In news we've all been waiting for, Kim Kardashian is launching a skin care brand. SKKN by Kim has been born and will make its debut to the world on the 21st June, 2022.
The date is somewhat significant because it's five years to the day since the debut of KKW Beauty, which is no longer. Yep, in case you missed it, those beige-packaged contour sticks (and every other product) have been put to rest and the door closed behind them.
Why? Some speculated it was due to Coty Inc. buying a 20 per cent stake in the brand, while others thought it was an opportunity to drop the ‘W’ and rebrand after Kardashian’s divorce from Kanye West.
However, the brand itself stated that it was going away to focus on “new formulas that are more modern, innovative, and packaged in an elevated and new sustainable look.” And the result of that appears to be SKKN by Kim.
So what can we expect from SKKN by Kim?
We’re diving right in with a nine-product lineup. According to an interview with Allure, Kardashian went against advice to keep it minimal because “that’s not my skin care routine, that’s not realistic to me.” Preach.
The routine kicks off with a cleanser packed full of glycerin, a toner, and a physical exfoliator. Next comes a hyaluronic acid serum, a vitamin C8 serum, a moisturiser, and an eye cream. Our winter skin is also excited about the oil drops and night oil that complete the line.
All the product names are straightforward, eg. ‘Exfoliator’ for the exfoliator. Groundbreaking (we actually love it).
Despite chemical exfoliants owning the spotlight in recent years, Kardashian names the face scrub as her top pick. "It's just so powerful, but gentle at the same time," she says. "It's my favourite, how tiny the grains are — there's nothing worse than when [a scrub] doesn't really exfoliate."
All the products feature refillable packaging and “clean, science-backed ingredients designed to nourish all skin types, tones, and textures at all stages of maturity.”
But don’t let the Instagram statement fool you, this isn’t a brand touting botanicals. The products feature ingredients like witch hazel, vitamin C, and glycerin, known and used by skin care experts for years.
The range will be priced from $43-$95 USD, which equates to $60-$132 AUD. And if the launch is similar to KKW Beauty, global shipping will be available via the brand’s website.
Our fingers are crossed for a Pete appearance in the advertising.
SKKN by Kim launches 21 June, 2022 at sknnbykim.com.
Main image credit: Getty