Kim Kardashian launches 9-step skincare line

Calabasas, Calif. — “I’ll try anything,” Kim Kardashian said in an interview last month in her huge office. It has a photo studio, a showroom, a video studio, a staff office, her personal office, a gorgeous room (where she prepares to shoot), a model’s gorgeous room (where the model prepares to shoot), a conference room , theatre, etc. “If you told me I really had to poop every day and I would look younger, I might. I just might.”

So far, excrement hasn’t been one of the ingredients in Ms. Kardashian’s new skincare line.

But vitamin C, hyaluronic acid, niacinamide, glycolic and lactic acids, shea butter, and squalene are some of the more traditional ingredients you’ll find there. Gold SKKN, will debut later this month. For the 41-year-old Kardashian, skincare is a first. (Previously, she sold fragrance and makeup through KKW Beauty and KKW Fragrance, both of which have been discontinued.) Her first nine products are a mirror of her own regimen, i.e. really thorough.

Why would the women who brought the concept of contouring to the world want to start with skin care rather than contouring for beauty restoration? Simple: Ms. Kardashian wants to show off the tone and texture of her skin. Up close, it’s something to look at – glowing, hydrated and smooth.

“I just want to stay true to what I use, even if everyone says it’s overwhelming,” said Ms Kardashian, who was glamour in a black Balenciaga tracksuit and black Yeezy foam pool slippers – camera ready makeup and straightened platinum blonde hair down to her waist.

Despite being late to the myriad-step regimen promoted by the Korean skincare brand, Ms. Kardashian is still touting a lengthy routine. Her nine-step system “may seem intimidating to some people,” she said. “That’s why I’m here — to break it down and be like, ‘They’re all required.'” If any step is to be eliminated, it’s an exfoliator (there are two), it depends on your skin, you don’t need to Everyday use.

SKKN products are significantly more expensive than most skincare products, created by celebrities or not. (The hyaluronic acid serum and night cream are $90 and $95, respectively.) The nine products—cleanser, toner, exfoliator, hyaluronic acid serum, vitamin C serum, face cream, eye cream, oil drops, and night cream— – All in all, a total of $630. For her many potential clients and 313 million Instagram followers, that price may be out of reach. (All products are refillable, and replacement pods cost about 15% less than the original packaging.)

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

“It’s definitely more prestigious, and it’s a must for getting the type of ingredients I don’t miss,” she says. “The comparable products I use are much more expensive and can’t compare anything. I try to get quality at the best price, especially the vitamin C serum.”

Ms Kardashian’s office was full of beauty samples and it was a mess. Almost every surface is covered with product and packaging prototypes. The messy scene is out of step with the rest of her neat, multi-level workspace. She described planned products, including cosmetics, fragrances, bathroom accessories and homewares (“a way of life,” she says). Everything has a “stone effect,” with bottles, jars, etc. in a neutral color scheme, just like her shapewear brand Skims.

Ms. Kardashian’s looks are now the source of her decades-long glamour, mostly centered on her physique. The constant fluctuation and evolution of her weight, dramatic proportions, hips, waist, lips, cheekbones, hair and makeup are key to audience engagement.

“So many people want to act like they don’t care how they look,” she said. “I’m not acting like it’s getting easier or that it’s all natural. You just don’t wake up and use anything. You wake up and you use ingredients. PRP facials, stem cell facials, lasers — all of that It’s all valid.”

Ms. Kardashian’s entire business is image, and she takes it very seriously.she net worth, estimated at more than $1 billion, was built on her body. her face. her look. Everything else is an extension of it. Her look and willingness to master it is her profession, whether it’s wearing a dress or spending 18 hours dying her hair platinum blonde.

Over the years, she has been in the news for trying extreme beauty treatments. Remember when she posted a selfie of a bloody face after her “vampire facial”?

Ms. Kardashian is often credited with changing modern beauty standards, but that hasn’t happened because she’s loyal to a specific cream or serum. She is not a dermatologist or beautician. So, why should anyone take her skincare products seriously?

“I think it’s trustworthy to know that I’m getting the best advice and the best formulas 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 on the market. For her skincare line, she’s always looking for solutions to everyday skin problems.

Ms. Kardashian says she’s tried almost every high-end skincare and treatment in the beauty world over the years — SKKN’s built-in R&D. To develop her formula, she collaborated with Joanna Czech, an esthetician and celebrity facialist who has her own skincare line.

Czech ladies with over 35 years of experience advise on skincare vocabulary (they don’t use the term “anti-aging”); teach Ms Kardashian about different molecular sizes and versions of vitamin C; and help reformulate products to comply with EU skincare regulations.

“There were no 3 trials on one product—there were 23,” Ms. Czech said, noting that achieving the best consistency for each serum (especially oil) was the most challenging.

The Czech lady said the products were “created from scratch,” adding: “People don’t expect more from celebrities than olive oil.”

Most celebrity brands are nothing more than celebrities who lend their names to products and promote them online, making it harder for the few who are actually involved with their companies. Kylie Jenner launched Kylie Skin, an extension of her Kylie Cosmetics brand in 2019, and came under fire online after appearing to wear foundation in a video promoting her face wash; Kendall Jenner became a Proactiv ambassador the same year strongly opposed Because the partnership was deemed “unreal”.

But Ms Kardashian remains unimpressed by the public’s perception of the celebrity and influencer series.Consider what she did with Skims, a shapewear giant that, as of January, is A staggering $3.2 billion.

Ms. Kardashian had a similar take on SKKN. “People might at first think Skims must be a celebrity clothing brand,” she said. “I understand that, but once they got the product, I think they realized it was a product-based brand. I’ve been able to get skin treatments and stuff and I’ve learned a lot along the way. It’s like I’m sharing my solution, just like I did with Skims.”

Kim’s SKKN is Ms. Kardashian’s most ambitious venture in beauty, but it’s far from her first. Her early beauty lines were different adventures, not all successful. There’s KKW Fragrance, a line of kitschy, emoji-themed fragrances; and KKW Beauty, a makeup line.

She closed these two: KKW Fragrance in April; KKW Beauty, last summer. French beauty group Coty has a minority investment in KKW Beauty, which will help expand SKKN by Kim internationally and serve as a resource for products such as packaging, Ms. Kardashian said.

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

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

Currently, potential customers will have to rely on online content and tutorials before ordering the $95 face oil, which when mixed with the cream will give you “a lifetime of glow.”

She wants to prove it.

After flipping through SKKN’s swatches, Ms. Kardashian headed to the bathroom to wash her face and unload the previous photos. She put her mermaid long hair in a giant claw clip and performed a stripped-down version of her nightly skincare routine. She cleans, exfoliates and pats her face with a mixture of luminous oil and cream.

“I’m always down to my boobs, down to my nipples—always down to the nipples,” Ms. Kardashian said, massaging the lotion into her neck, chest and top half of her breasts. Expect a wave of TikTok tutorials, with influencers “minimizing” their skincare regimens like Ms. Kardashian.

Does having that kind of influence make an albatross?

When asked about the controversy surrounding her significant weight loss to fit her Met Gala gown, The same sheer, dazzling gown Dressed by Marilyn Monroe when she sang “Happy Birthday” for President John F. Kennedy in 1962, Ms Kardashian said: “To me, it was like, ‘Well, Christian Bale can do that for a movie character This thing, it’s acceptable.'” Even Renee Zellweger gained weight for the role. Same for me. I’m not saying, ‘Hey guys, why don’t you guys lose this weight in a short period of time? ‘”

In her view, it’s about commitment, like a boxer needs to gain weight for a fight. By dieting, wearing a sauna suit and running twice a day, she lost about 16 pounds in a month. “I didn’t do anything unhealthy,” she said.

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

“I just can’t go, it doesn’t matter,” she said. “Achieving that goal is important to me.”

It’s just one scene in Ms. Kardashian’s lifetime of roles — playing herself. If there’s one thing Ms. Kardashian has shown her followers over the years, it’s that she never gives up on a goal.