Kim Kardashian launches 9-step skincare line

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CALABASAS, Calif. – “I’m going to try anything,” Kim Kardashian said last month during an interview in her huge office here. It houses a photo studio, a showroom, a video room, staff offices, her personal office, a glam room (where she prepares for shoots), a model glam room (where models prepare for shoots) , a conference room, a theater and more. “If you told me I literally had to eat poop every day and I would look younger, I might. I just might.”

For now, poop isn’t an ingredient in Ms. Kardashian’s new skincare line.

But vitamin C, hyaluronic acid, niacinamide, glycolic and lactic acid, shea butter and squalene are some of the more traditional ingredients you’ll find in SKKN by Kim, which debuts later this month. -this. Skincare is a first for Ms Kardashian, who is 41. (She previously sold perfume and makeup through KKW Beauty and KKW Fragrance, both of which are gone.) Her first nine products are a mirror of her own regimen, which is thorough indeed.

Why does the woman who brought the concept of contouring to the world want to start with skincare instead of, well, contouring for her return to beauty? Simple: Ms. Kardashian wants to show off her own skin tone and texture. Up close it’s something to behold – glowing, hydrated and smooth.

“I just wanted to stay true to exactly what I use, even though everyone said it was overwhelming,” said Ms. Kardashian, who wore a black Balenciaga tracksuit and black Yeezy foam slides with glam makeup and ready for the camera. platinum blonde hair slicked to the waist.

Although she’s behind the multi-step regimens popularized by Korean skincare brands, Ms. Kardashian has a lengthy routine. Her nine-step system “may seem scary to some,” she said. “That’s why I’m here — to break it down, to be like, ‘They’re all necessary.'” If there’s one step to eliminate, it’s exfoliants (there are two), which according to your skin, does not require daily use.

SKKN products are considerably more expensive than most skincare products, whether created by celebrities or not. (A hyaluronic acid serum and night oil are $90 and $95.) Collectively, the nine items – cleanser, toner, exfoliator, hyaluronic acid serum, vitamin C serum, face cream, face cream eyes, oil drops and night oil total $630. It’s a price that may be out of reach for many of its potential customers and 313 million Instagram followers. (All products are refillable and replacement pods cost approximately 15% less than the original package.)

Ms. Kardashian isn’t too concerned that people can’t afford her skincare.

“It’s definitely more prestigious, and to get the kinds of ingredients that I wouldn’t really miss, it was kind of a necessity,” she said. “The products I used that were comparable were much more expensive, without comparing anything. I tried to get quality at the best possible price, especially the vitamin C serum.”

Ms. Kardashian’s office, filled with beauty swatches, is chaotic. Almost every surface is covered with product prototypes and packaging. The messy scene is at odds with the rest of her tidy multi-level workspace. She offered a preview of the planned products, which include makeup, perfume, bathroom accessories and housewares (“a lifestyle,” she said). Everything has a “stone effect,” and bottles, jars and the like have a neutral color palette, much like her shapewear brand Skims.

Ms. Kardashian’s appearance has been a source of fascination focused on her physique for decades. The perpetual fluctuations and evolution of her weight, dramatic proportions, buttocks, height, lips, cheekbones, hair and makeup are key to engaging audiences.

“So many people want to act like they don’t care how they look,” she said. “I don’t act like it’s easier or natural. You don’t wake up and use anything. You wake up, you use ingredients. PRP facials, stem cell facials, lasers – it’s all work.

All of Ms. Kardashian’s business is image, and she takes it seriously. His net worth, estimated at over $1 billion, rests on his body. His face. Her stare. Everything else is an extension of that. Her physical appearance and willingness to manipulate her is her career, whether it’s fitting into a dress or spending 18 hours dyeing her hair platinum.

She made headlines for trying extreme beauty treatments for years. Remember when she posted a selfie of her bloody face after getting a ‘vampire facial’?

Ms. Kardashian is often credited with changing modern beauty standards, and it didn’t happen because of her allegiance to any particular cream or serum. She is neither a dermatologist nor an esthetician. Why, then, should anyone take their skincare products seriously?

“I think the credibility of knowing that I got the best advice ever and the best wording from some of the people I respect the most,” Ms. Kardashian said. With Skims, she said, she wanted to find solutions that she felt were missing in the market. For her skincare line, she was looking for solutions to her everyday skin problems.

Over the years, Ms. Kardashian said, she’s tried nearly every high-end skincare product and treatment in the beauty aisle — integrated R&D for SKKN. To develop her formulas, she worked with Joanna Czech, a celebrity esthetician and facialist who has her own skincare line.

Ms. Czech, who has over 35 years of experience, gave tips on skincare vocabulary (they don’t use the term “anti-aging”); taught Ms. Kardashian about the different molecule sizes and versions of vitamin C; and helped reformulate products to comply with European Union skin care regulations.

“There weren’t three tries of a product — there were 23,” Ms. Czech said, noting that getting the optimal consistency for each serum, especially the oils, was the most challenging.

Ms Czech, who said the products were “created from scratch,” added: “People don’t expect more from celebrities than olive oil.”

Most celebrity brands are little more than a famous face who lends their name to a product and promotes it online, which makes it even harder for the few celebrities who are actually involved in their business. Kylie Jenner introduced Kylie Skin in 2019, an extension of her Kylie Cosmetics brand and went online after appearing to be wearing foundation in a video promoting her face wash; the same year, Kendall Jenner became an ambassador for Proactiv and was met with backlash as the partnership was seen as “inauthentic”.

But Ms Kardashian remains unfazed by the public perception of celebrity and influencer lines. Consider what she did with Skims, a shapewear giant that in January was valued at $3.2 billion.

Ms. Kardashian has similar views for SKKN. “People might have assumed at first that Skims was a celebrity clothing brand for sure,” she said. “I understand, but once they got the product, I think they realized it was a brand based on the product. I was able to access skin treatments and other things, and I’ve learned so much along the way. It’s like I’m sharing my solutions, like I did with Skims.

SKKN by Kim is Ms. Kardashian’s most ambitious beauty venture, but it’s far from her first. Her early beauty lines were disparate ventures, not all of them successful. There was KKW Fragrance, a kitschy emoji-themed perfume line; and KKW Beauty, a makeup collection.

She closed both: KKW Fragrance in April; KKW Beauty, last summer. French beauty conglomerate Coty, which had a minority investment in KKW Beauty, will help expand SKKN by Kim internationally and be a resource for things like packaging, Ms Kardashian said.

Vanessa Reggiardo, SKKN brand general manager at Coty, said the line has been extensively tested by consumers and is “formulated to care for all skin types, tones and textures at every stage of maturity, for use by men and women”. .”

Ms. Kardashian plans to consolidate and eventually re-release her other beauty and lifestyle products under one SKKN by Kim brand. A new website, skknbykim.com, will be the only place to buy her new skincare. Next year, SKKN by Kim will be available at a major beauty retailer, she said. (Details are still being finalized.)

For now, potential customers will have to rely on online content and tutorials before ordering a $95 face oil, which when mixed with the face cream will give you, says -it, “the brilliance of a life”.

She wants to prove it.

After perusing samples of SKKN, Ms Kardashian headed to the bathroom to wash her face and remove makeup from a previous photoshoot. She put her mermaid hair in a giant claw clip and performed an abbreviated version of her nightly skincare routine. She cleansed, exfoliated and patted her face with a mixture of luminous oil and face cream.

“I always go down to my chest, down to my nipples — always down to the pinches,” Ms. Kardashian said, massaging the emulsion onto her neck, cleavage and upper half of her breasts. Expect a tidal wave of TikTok tutorials to follow, with influencers taking their skincare regimen “through to the end”, like Ms. Kardashian does.

Does wielding that kind of influence ever become an albatross?

Asked about the controversy surrounding her significant weight loss to fit into her Met Gala dress, the same sheer, dazzling gown Marilyn Monroe wore in 1962 when she sang “Happy Birthday” to President John F. Kennedy, Ms. Kardashian said “For me it was like, ‘OK, Christian Bale can do it for a movie role and that’s okay.’ Even Renée Zellweger gained weight for a role. Everything is the same for me. I wasn’t saying, ‘Hey everyone, why aren’t you going to lose that weight in a short time?’ »

In his mind, it was about commitment, like that of a boxer who needs to gain weight for a fight. She lost about 16 pounds in a month, thanks to diet, a combination of sauna and running twice a day. “I haven’t done anything unhealthy,” she said.

What if she didn’t make weight for the Met?

“I just couldn’t have gone, which wouldn’t have mattered,” she said. “It was just important for me to achieve that goal.”

It was just one scene in Ms. Kardashian’s lifelong role – playing herself. And if there’s one thing Ms. Kardashian has shown her followers over the years, it’s that she never gives up on a goal.


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