After rebranding KKW Beauty, the new facial skincare line, SKKN By Kim, is now available online in the U.S.

This luxury segment debut comprises nine products with new and improved formulas: clean, vegan ingredients paired with renewed packaging

The launch of Kim Kardashian's new beauty brand comes nearly a year after closing her previous brand, KKW Beauty. The American beauty mogul has rebranded her former cosmetics line, which referenced her ex-married name initials (Kim Kardashian West), to a brand-new name, SKKN By Kim.

The brand's retooling introduces a new concept of facial skincare with an innovative product line designed in collaboration with Coty, one of the world's largest beauty companies. Coty has an iconic portfolio of fragrance, makeup, skincare, and body care brands. In January 2021, Coty invested $200 million in the American influencer's brand, acquiring 20% of its shares. "Followed by millions worldwide (319 million followers on Instagram), Kim is a global icon, establishing herself as an authority on beauty and redefining consumer engagement and the direct-to-consumer online sales model in the United States and beyond," said Vanessa Reggiardo, General Manager of the SKKN By Kim brand at Coty.

The American giant also holds shares in Kylie Jenner's brand, Kylie Cosmetics, the makeup line that earned Kylie a spot in Forbes USA's prestigious '30 under 30' list as the youngest self-made billionaire. Following in her cousin Jenner's footsteps, Kardashian also entered Forbes USA's billionaires list thanks to the revenues from her brands KKW Beauty (makeup) and Skims (shapewear and loungewear). In the summer of 2017, when Kim launched her first line of cosmetic products, the KKW contour kits (eye contour pencil and glitter highlighter) sold out in less than three hours. In 2019, her beachwear brand Skims generated $2 million in revenue within two minutes of launch, selling out immediately.

From Battling Psoriasis to High-Performance Skincare: The World's Top Dermatologists Collaborate on SKKN By Kim's New Formulations

The new SKKN By Kim cosmetic line stems from the American star's 15-year battle with psoriasis, an immune-mediated skin disease affecting over 7.5 million adults in the United States. Untreated psoriasis causes inflammatory conditions with red, scaly patches on the face and body. This project was born from Kim's visionary approach and her dream of bridging the gap between the world's most renowned dermatology experts and people at home seeking high-performance skincare.

"What started as a psoriasis diagnosis became the catalyst for my skincare journey, inspiring me to learn more about my skin and how to care for it, having had the privilege of learning from some of the world's best dermatologists and estheticians," Kardashian stated. "Each product has been formulated with clean, clinically tested ingredients to support the skin's natural abilities and revitalize the complexion at all stages of maturity."

In tune with the brand's sustainability ethics, each product is bottled within sleek, minimalist, and reusable packaging 

Kim Kardashian's skincare routine consists of nine steps: a foaming cleanser, a toner, an exfoliator, a hyaluronic acid serum, a vitamin C8 serum, a face cream, an eye cream, oil drops, and a nourishing night oil.

Notably, the toner utilizes dual acid and enzymatic exfoliation through a blend of enzymes, AHAs, and witch hazel aimed at reducing the appearance of pores and improving skin texture. The exfoliator, based on pomegranate and pumpkin enzymes, aims to deeply cleanse the skin; and the latest generation vitamin C. All products are refillable, vegan, and cruelty-free. To further reduce environmental impact, the refills are packaged within eco-friendly materials, following in the footsteps of brands like Dove and The Body Shop.

Kim Kardashian Enters the Luxury Beauty Segment: $630 for the Entire Range of the New Skincare Line

Prices range from $43 for a cleanser to $95 for face oils. Refills start at $37. The nine-step routine enters the market as consumers and brands in the United States are looking to minimize their routines and assortments. In April, the American brand KraveBeauty even launched an initiative called 'Slow Down Skincare' to warn brands against overproduction and buyers against overconsumption.

The line will be launched exclusively through e-commerce on a new platform that will feature "tutorials created by Kim to encourage consumers to customize their skincare routines," Reggiardo stated. Kim joins Rihanna, Jennifer Lopez, Alicia Keys, Jessica Alba, Drew Barrymore, Victoria Beckham, Scarlett Johansson, and others who have similarly leveraged a solid fanbase of skincare-loving followers — a particularly attractive category of users for the American socialite, given her experience with psoriasis. The beauty brand's launch campaign was curated by Italian-born American photographer Mario Sorrenti, featuring images of Kim among larger replicas of SKKN By Kim's sculptural and minimalist packaging.