Kim Kardashian shuts down SKKN by Kim beauty line

Reality star and business mogul Kim Kardashian has officially pulled the plug on her skincare and makeup brand SKKN by Kim, just three years after its launch.

The official website shared the heartfelt message: "To our valued customers. With deep gratitude, we share that SKKN BY KIM will be winding down operations and officially closing on June 29th, 2025. 

"While this chapter is coming to a close, the commitment to innovation, self-care, and skin confidence that SKKN embodied will live on in new and exciting ways. From the bottom of our hearts-thank you. It has been an honour to be part of your skincare journey."

The date is raising eyebrows, though, since the development only grabbed headlines recently.

Kardashian had ambitious dreams for her beauty brand. Before launching it, she told "Harper’s Bazaar" that she "always wanted to shut everything down and launch one beauty brand that would have everything you could imagine, from skincare, colour cosmetics, fragrance, hair care, nails -whatever, you know, is under the beauty umbrella."

However, SKKN faced challenges right from the start, particularly with its luxury price point. Reports suggest that the nine-step skincare routine, which costs over $600 (more than R10,000), prevented many fans from joining in. 

One online user wrote: "It was too expensive for below-average ingredients. If people want to pay top dollar for skincare, they will buy medical-grade skincare such as Skinceuticals, Skinmedica or something along the line."

Another commented: "It's a great decision regarding the Kylie's successful beauty brand, SKKN, whatever shouldn't even exist🤌🏽."

Although Kardashian’s beauty brand launched with high hopes, it never became as popular as her other successful brand, Skims, which is valued at $4 billion (around R69 billion).

In March, Skims took over Kardashian's majority stake as well as Coty's 20% share in SKKN by Kim.

In 2024, Kardashian attempted to revive interest with a relaunch of SKKN by Kim's makeup line, introducing lip liners, powders and an eyeshadow palette.

Despite her celebrity power, the brand still struggled to match the cultural impact of Skims, which has since expanded into loungewear, swimwear and menswear, actively pushing into global retail markets.

Coty, which had previously invested over $200 million in SKKN by Kim, reported a loss of $71.1 million last year. 

The decision to close SKKN by Kim isn’t entirely unexpected. Sources close to Kardashian revealed that at 44-year-old is busy juggling her ever-growing business empire, her children, ambitions in social justice and her law career.

"There just aren’t enough hours in the day. Something has to give," the source explained online. 

But the end of SKKN doesn’t mean Kardashian is leaving the beauty scene altogether. There’s talk of a Skims Beauty launch in 2026, which might combine fashion and makeup into one big brand led by Kardashian.

Throughout her career, Kardashian has seen business ventures come and go.

Notably, she closed Dash Boutique, a luxury shop chain she started with her sisters Kourtney and Khloé Kardashian, in 2018.

Other past projects include KKW Beauty and KKW Fragrance, which stopped operations in 2022, the popular mobile game Kim Kardashian: Hollywood, discontinued in April 2024, PerfectSki, a short-lived skincare product, and the Kardashian Kard, a prepaid debit card targeted at teenagers.