In the six years since its launch, Skims has evolved from a celebrity-backed shapewear label into one of fashion’s most rapidly expanding multi-category brands. With 2025 revenues projected to exceed $1 billion, the company is no longer just capturing attention — it’s establishing itself as a global player with ambitions for sustained growth across both product lines and international markets.
Founded in 2019 by Kim Kardashian and entrepreneur Jens Grede, Skims entered the intimates space at a moment of upheaval. Legacy players like Victoria’s Secret were losing share, while a wave of DTC challengers emerged promising comfort, inclusivity, and community. Skims, meanwhile, has remained profitable and grown rapidly, with a compound annual growth rate of 37 percent between 2022 and 2024.
A focus on product has always been central to how Skims operates. Core collections like the “Fits Everybody” line and the ribbed “Soft Lounge” sets were in development for years before launch, designed to prioritize fit and comfort. While Kardashian still weighs in on major creative decisions, the brand has moved away from relying solely on her image, instead building campaigns around how the pieces feel and function, and fit into everyday life.
Recent campaigns have featured athletes like NBA star Shai Gilgeous-Alexander and NFL player Nick Bosa, and tapped into pop culture moments, like casting K-pop singer Rosé for Valentine’s Day. After the second season of White Lotus, the brand quickly brought actors Simona Tabasco and Beatrice Grannò on board—a move that reflects Skims’ instinct for staying culturally in step without overreaching.
As Skims continues to grow, opening physical stores has become a major part of its expansion. Sixteen new locations are set to open in the US this year, including a flagship in Chicago designed by frequent collaborator Rafael de Cárdenas. The brand is also moving into new international markets, with stores planned for Mexico, London, and Dubai, using a mix of direct ownership and local partnerships. Each space is designed with a focus on touch-and-feel access to the product, and often includes signature elements like sculptures by Vanessa Beecroft to tie back to the brand’s visual identity.
Skims is also expanding its presence through wholesale, adding new stockists abroad while continuing partnerships with major US retailers like Nordstrom, Ssense, and Bloomingdale’s. Recent additions include Globus in Switzerland, Harvey Nichols in Scotland, Beymen in Turkey, and LuisaViaRoma in Italy. In total, Skims now has 57 points of sale worldwide, and nearly half of its web traffic comes from outside the US, a sign that the brand already has a strong international following.
The brand’s ability to meet real consumer needs—especially around sizing, skin tone range, and comfort—while remaining culturally agile has allowed it to escape the fate of many DTC peers. Unlike brands that scaled too fast or leaned too heavily on a single founder’s persona, Skims is quietly positioning itself for longevity.
