by Make the name “Beau Domaine” and you will probably be hit with empty views. His owner Brad Pitt may be a well -known name, but the skin care brand, launched by the actor in 2023, did not set the world on fire. Or even the bathroom shelf.
He is in good – albeit surprising – in society. Like Pitt, Kim Kardashian is not exaggerated. At the age of 44, the world’s most successful reality television channels, a hundred a large number of commercial companies, of which the most lively skims, the Shapewear brand, reached an assessment of £ 3 billion four years after the start in 2019. Until now.
While it should be said about the review of things that your beauty area, the confusingly named “Skkn von Kim”, failed, it is certainly below average. In cooperation with Coty in 2022, it was hit by a number of criticisms. Customers complain that it is overpriced (a lipstick is £ 28), which has derived itself from other brands (the pink packaging is a cliché) and questionable quality (on Reddit, user who £ 90 ilight oila clogs). While the packaging in their bathroom shelf would certainly look elegant, many claim that it is a form of form through function that is difficult to use and less sustainable than Kardashian claims, which leads to accusations of greenwashing.
But Kardashian is nothing, if not a lover of reinvention. If you are not successful at first? They try again – by the thing of a reasonable rebrand. Last month, an announcement was made on the Skkns Instagram page, in which he said that she had been acquired by Skims, and added that the fans should follow @Skims for updates while we are working on creating something new “.
The step is no surprise for Beauty observer: It has long been known that Kardashian was dissatisfied with the elements of her Coty partnership and wanted to regain full control over the brand (she had 80 percent as part of the Coty deal). It was rumored that Coty was not satisfied with her because she believed that she encouraged the promotion of the range and concentrated excessively on the success of skims. In view of the fact that Coty spent £ 150 million in 2021 for a share of 20 percent, the feelings of the beauty giant might be understandable.
While reaching the full property makes sense, Kardashian enables exactly to analyze what went wrong and to bear all responsibility for the right. Since her face has defined the social media definition of “beauty” in the past ten years, Skkn’s success should have been guaranteed. That Kardashian did not leave it with a red face that has nothing to do with the over -use of blush.
For the respected international makeup artist Caroline Barnes, Kardashian’s main edition is that she was too slow, and last but not least by her half-sister, whose Kylie Cosmetics Reich was launched in 2015, was beaten into a similar niche, especially with his cult lip kits. “Many of the people who followed Kim then grew up and developed,” notes Barnes. “You either don’t want to anymore this style of make-up or you cannot lose it, so it is not of interest to you. In addition, similar color palettes are now available on the high street, in great textures and in great terms. Skkn does not feel new. In contrast, the skims were completely groundbreaking.”
In addition, a new series of rules in fashion, which are more of ideas of “clean beauty” and natural, radiant skin than heavy contouring. In 2025, the celebrity brands, which most people use with customers, adhere to these decrees. Hailey Bieber’s Rhode was launched in 2022 and has achieved great success by focusing on healthy skin, while Selena Gomez ‘rare beauty, which was launched in 2022 in Great Britain), was praised for its light and nutritious formulations. It currently has a value of £ 1.5 billion, and a tube of its soft pinch of liquid blush sells every four seconds.
But Kardashian also has to expect Rihanna, 37, the best -selling female recording artist of the 21st century, who, like Kim, has proven to be so sharp. “The biggest success story in celebrity make-up brands is far from Fenty,” says the visagist Alex Babsky, whose customers Jodie Comer, Salma Hayek and Florence Pugh. “It was really effective by landing as a complete, fully shaped make-up range, and really offered something new with its plentiful pigmented products, which have worked for all skin tones and an extended shadow palette that has since become an industrial standard.
Many would say that Kim’s products are indeed too familiar-especially because they are similar to those of their original makeup artist Mario Dedivanovic. His Make -up brand from Mario in 2020 was the highlight of 20 years of knowledge and expertise how his most famous customer could never imitate. “Mario started an incredible reach,” says Barnes. “If you wanted to copy this Kim Kardashian look, this would be the products you would have decided at first.”
What Kardashian should do to make Skkn a success is a good start to bring it under the roof of the successful skims range. Instead of giving your name Denivative products, it should use the existing strengths of the skims and search for synergy between the two brands. “Nobody needs another glamorous beauty brand with a lipstick and a huge eyeshadow palette,” notes The TelegraphSonia Haria. “If I were Kim, I would align your beauty area in a very obvious, deliberate way. She should create” shapewear for the face “with solid peptides, the tools for sharper cheekbones, which are contural make-up make-up-up buying. Buy the purchase of pilates.”
Since the global beauty market has a value of more than £ 512 in 2025, Kim has a lot to play. Let’s see how your plan develops.
