Marketing Tactics & Brand Strategy

SKIMS’ rise is not just about what it offers, but how it offers it. Its marketing and growth strategy reinforce the brand’s USP, creating momentum and genuine loyalty.

• Accessible Pricing: Despite it being a celebrity-led brand, and offering premium quality products, SKIMS adheres to its ethos of being accessible with a price-point that ensures affordability is factored in and the brand remains competitive in this niche market.
• Storytelling & Credibility: The narrative of solving a relatable problem by offering matching skin tones, and a better fit provides authenticity and builds emotional connection.
• Drop-Style Merchandising & Anticipation: SKIMS uses timed product drops, countdowns, limited releases, which create urgency and a sense of scarcity. This helps drive both awareness and rapid turnover.
• Leveraging Celebrity & Influencer Platforms: Kim Kardashian’s massive social media presence (and family/influencer networks) gave SKIMS immediate reach. Her Instagram social media profile has over 355M followers as of September 2025. Apart from that however, the brand also builds with user-generated content, ensuring that real customers amplify the message.
• Broad, Non-Exclusive Representation: SKIMS doesn’t treat plus sizes or different skin tones as afterthoughts. Their campaigns feature diverse body types, varied ages, inclusive casting, unlike many other brands that launch separate “plus” lines. This has reinforced that inclusivity isn’t a niche, it's systemic.

Outcomes & Competitive Positioning

Because of these USP and marketing choices, SKIMS has achieved several competitive advantages:
- Accelerated growth: Rapid revenue growth year-over-year, with 2019 launch to 2020 $145M, then scaling to projected ~$750M to $1B by 2023.
- Strong customer loyalty & low friction: Its focus on product fit, shade, comfort, and inclusive marketing reduces barriers to purchase across demographics often underserved by traditional apparel brands.
- Brand resonance beyond shapewear: Because it started with inclusivity, SKIMS expanded credibly into loungewear, swimwear, men’s basics, etc., without seeming opportunistic, Consumers see the expansion as a natural extension.

Competitor Comparison: SKIMS vs Peers

Skims’ Latest Innovations

Sculpt Face Wrap – Shapewear Meets Beauty

In August 2025, Skims made its first foray into the beauty segment with the Seamless Sculpt Face Wrap. Retailing for USD 48 (GBP 52), the product sold out within 24 hours, reflecting both consumer curiosity and Skims’ proven drop-style playbook. Marketed as “shapewear for your face,” the wrap uses the brand’s signature sculpting fabric and collagen yarns to provide jaw support and a contoured silhouette.

The launch capitalised on TikTok’s growing “morning shed” trend, where influencers showcase nighttime routines with jawline straps, sheet masks, and compression gear. While some critics compared the product to post-surgical bandages, the sell-out underscored Skims’ ability to blend viral internet culture with functional design.

The move also signalled a broader strategic shift: in March 2025, Skims acquired Kim Kardashian’s beauty brand SKKN by Kim from Coty, shutting it down in June to prepare for an integrated Skims Beauty line slated for release in 2026. The Face Wrap therefore serves as both a test product and a brand bridge into cosmetics and skincare.

The Pierced Nipple Bra – Pushing Viral Boundaries

On 22 May 2025, Skims relaunched one of its most controversial products: the Ultimate Pierced Nipple Push-Up Bra. Building on the viral success of the original Nipple Bra in October 2023, which drew a 250,000-person waitlist and rapid sell-outs. The updated version introduced a removable nylon-coated faux nipple piercing.

Priced at USD 68, the design blends provocation with accessibility, aligning with Skims’ strategy of driving conversation through bold product narratives. While the brand has held back from actively marketing the bra on Chinese social platforms such as Weibo and Xiaohongshu, discussions there continue organically, highlighting its global cultural resonance.

By combining inclusivity (sizes 30–44, cups A–F) with viral novelty, Skims positions itself as a market disruptor that uses “shock-value fashion” to fuel sales while still maintaining mass-market accessibility.

The Ultimate Butt – Sculpting Below the Waist

In February 2025, Skims introduced “The Ultimate Butt” collection, comprising shorts, leggings, and bodysuits with built-in butt padding designed to add up to two inches of volume. The bodysuit, featuring mid-thigh length, medium compression, and an open-bust neckline, quickly became the centrepiece of the drop.

As with previous launches, Skims’ marketing leaned on Instagram-led anticipation, sparking polarised consumer reactions. Some praised the “genius” of the rollout, while others questioned the practicality of padded shapewear in social contexts. Yet the commercial outcome was clear: most products sold out within days, reinforcing Skims’ ability to monetise debate-driven virality.

Skims’ recent launches, from the collagen-infused Face Wrap to the Pierced Nipple Bra and butt-padding shapewear, illustrate more than viral buzz; they showcase the brand’s ability to expand into adjacent categories and reduce dependence on core shapewear. This diversification, reinforced by the integration of Kim Kardashian’s former beauty line into Skims, signals to investors that the company is positioning itself for scale in larger, global markets. It also helps justify Skims’ USD 4 billion valuation, not only on current revenues but on the optionality of new verticals. Unlike many DTC peers that faltered after going public, Skims’ steady cadence of innovation reassures capital markets that it can sustain growth momentum, making it a more compelling candidate for a future IPO.

Marketing Strategy & Cultural Relevance

Leveraging Social Capital & Platform Scale

As of August-September 2025, Skims’ brand Instagram account (@skims) has approximately 6,86 million followers. Kim Kardashian, co-founder and Chief Creative Officer, has one of the largest celebrity followings globally with over 355 million followers on Instagram. Skims’ social media footprint is further amplified via influencer marketing and user-generated content, which often outperforms traditional ad spends in terms of engagement and reach in this category. (While I didn’t locate a verified current number for TikTok followers, UGC virality remains central to its strategy.)

Drop-Style Releases & Trend Activation

Instead of relying primarily on seasonal cycles or deep discounting, Skims employs frequent, limited-edition drops, restocks, and capsule re-introductions. This model builds urgency, reduces inventory risk, and keeps the brand continually in cultural conversation. An emblematic case: the Soft Lounge Long Slip Dress. It not only sold in huge volume but also built up a substantial waitlist pre-launch, making it a benchmark for how well Skims converts hype into revenue.

Celebrity & Cultural Icons as Amplifiers

Skims consistently integrates celebrity personalities into its campaigns, whether via in-house founders (Kim Kardashian), celebrity friends (Kendall Jenner, Hailey Bieber, etc.), or high-profile pop culture collaborations. These tie‐ins do more than add star power; they bind the brand to ongoing cultural narratives. Example: the Icons Campaign featuring Tyra Banks, Heidi Klum, and Kim in 2022, which reinforced Skims’ commitment to inclusivity across age and body type.

Strategic Collaborations & Partnerships

Brand Collaborations

• SKIMS + Fendi: In October 2021, Skims collaborated with luxury house Fendi to launch a capsule collection. The drop sold out rapidly and was a clear sign of how Skims bridges mass and luxury.
• SKIMS “Barbiecore” Swim / Barbie-themed Drops: In April 2023, SKIMS launched swim collections in “Barbiecore” inspired colour palettes, introducing limited-edition shades such as Iris Blue and designs including rhinestone strappy bikinis, sarongs, and chiffon drawstring pants. These drops played into Barbie-centric trend momentum on social media and helped amplify SKIMS’s visibility in swimwear, particularly among trend-sensitive consumers.
• SKIMS + Swarovski: In November 2023, SKIMS teamed up with Swarovski to produce a limited-edition capsule featuring crystal-embellished bodysuits, bras, and body jewelry. The collection, designed alongside Swarovski’s Creative Director Giovanna Engelbert, blended SKIMS’s contouring silhouettes with high-glam crystal aesthetics. It debuted in SKIMS online stores and in 40 Swarovski retail locations, gaining traction for its daring, sparkling designs.
• SKIMS + Dolce & Gabbana: Launched on November 19, 2024, the SKIMS × Dolce & Gabbana collaboration merged D&G’s hallmark leopard prints and Italian luxury heritage with SKIMS’s signature comfort and inclusivity. Pieces ranged from lingerie and corsets to sleepwear, offered in six colorways and size inclusivity from XXS to 4X. Due to strong demand, many styles sold out quickly, and the collection was restocked for the final time in early 2025.
• SKIMS + The North Face: The Skims × The North Face collaboration launched in December 2024, introducing a 14-piece capsule of insulated jackets, base layers, fleece, and accessories priced from around US$60 to US$1,200. Combining The North Face’s technical expertise with Skims’ signature body-contouring design, the drop quickly sold out and generated more than 26 million impressions, signalling strong consumer appetite for performance-fashion crossovers. This partnership also marked Skims’ strategic entry into the outerwear and winterwear category.
• SKIMS + Nike: In early 2025, Skims announced NikeSKIMS, a joint brand with Nike intended to focus on women’s activewear, footwear, and accessories. The joint collaboration of these brands is to launch on 26 September 2025 directly on their websites and select retail locations, including flagship stores from both brands in New York City and Los Angeles.

Event Collaborations

• Olympics x Team USA (2021, 2022, 2024): Skims has partnered with Team USA across multiple Olympic cycles, starting with Tokyo 2020 (held in 2021) and the Beijing Winter Games in 2022, and continuing into the 2024 Paris Olympics & Paralympics. In the lead-up to Paris 2024, the collection expanded to include men’s styles, swimwear, and adaptive products, alongside underwear, sleepwear, and loungewear. By embedding its inclusive sizing, adaptive pieces, and broader category offerings, the Olympics-Team USA partnership became a showcase of how Skims leverages global events to communicate both prestige and expansion into new product verticals.
• NBA, WNBA & USA Basketball (October 2023): In October 2023, Skims inked a multiyear deal to become the official underwear partner of the NBA, WNBA, and USA Basketball. The partnership follows the brand’s launch of its men’s underwear line, marking one of the clearest moves yet into male consumer segments. It includes presence in league-broadcasts (virtual signage), digital activations, and promotional efforts tied to marquee games and events, giving Skims credibility and visibility in sporting audiences it had not deeply entered before.

Celebrity Endorsements

• Icons Campaign (2022): In April 2022, Skims launched its Icons campaign featuring supermodels Tyra Banks, Heidi Klum, Alessandra Ambrosio, and Candice Swanepoel (all former Victoria’s Secret Angels). The campaign spotlighted the brand’s Fits Everybody underwear collection, emphasising its nine-shade color range and inclusive sizing from XXS to 4X. Kim Kardashian joined them in the visuals unexpectedly, reinforcing both prestige and a sense of authenticity; the campaign rolled out nationally via outdoor media in key U.S. cities.
• Holiday Campaign with Snoop Dogg (2022): In December 2022, Skims featured rap icon Snoop Dogg alongside his wife, children, and grandchildren in its holiday campaign. The Broadus family wore matching SKIMS loungewear and sleep-sets, including pieces from the Cozy Collection and Fleece Sleep Sets, emphasising comfort, family unity, and the brand’s multi-generational appeal. This campaign helped project Skims beyond its core Gen Z & shapewear audience into lifestyle, home, and family occasions.
• Lana Del Rey – Valentine’s Day 2024 Collection: Lana Del Rey starred in SKIMS’ Valentine’s Day 2024 drop, bringing a vintage, romantic edge to the collection. The line included 29 items across lingerie, sleepwear, and loungewear, priced from around US$16 to US$124, with heart prints, lace, and dreamy color palettes.
• Rosé (Blackpink) – Valentine’s Day 2025 Campaign: K-pop star Rosé fronted SKIMS’ Valentine’s Day 2025 campaign, modeling pieces like velvet slip dresses, Soft Lounge hoodies, boxer sets, and romantic pajama sets. The campaign imagery and styling leaned into Rosé’s “elegant yet playful” aesthetic and also tapped her fanbase to boost visibility globally.
• Post Malone Men’s Campaign (Aug 2025): Post Malone headlines a rugged, Western-inspired SKIMS campaign aimed at expanding the men’s line. The collection features heavyweight fleece, camouflage prints (via Realtree®), joggers, hoodies, and casual layering pieces.

Analytical Insight: What It Gives Skims That Others Don’t

This multi-pronged marketing approach (celebrity reach + sports + collaborations + frequent drop cycles) gives Skims cultural relevance across several audience segments, from Gen Z to sports fans to fashion-luxury consumers. These tactics help buffer the brand against one of the biggest risks in DTC: attention loss. While many brands spike then fade, Skims creates consistent moments that keep the brand in media and consumer consciousness. The combination of athlete endorsements, inclusivity (adaptive styles, men’s lines, etc.), and collaborations with large incumbents (Nike, sports leagues) leverages both emotional appeal and credibility , contributing to stronger retention, higher repeat purchase rates, and likely stronger unit economics in the long run.

Physical Retail & Flagship Strategy

SKIMS began as a direct-to-consumer (DTC) brand, but its expansion into physical retail has been deliberate and strategic rather than haphazard. Rather than opening dozens of stores at once, SKIMS appears to be focusing on key prestige locations (NYC, L.A., Dubai) as market signals. This allows for controlled investment, brand curation, and maintaining exclusivity, while still expanding reach.
- SKIMS opened its Los Angeles flagship on the Sunset Strip in West Hollywood in April 2025. The store spans 4,546 square feet and reflects the brand’s signature aesthetic: rounded fixtures, custom mannequins, curved architectural details, Corian and ultrasuede materials. It carries both women’s and men’s lines and includes exclusive drops and LA-only merchandise. These types of flagship stores are more than sales venues. They embody the brand’s visual identity and give customers a physical space to interact with texture, fit, and fabric in ways e-commerce cannot. This helps SKIMS with product credibility in categories where fit and feel matter.
- In New York, the Fifth Avenue flagship (opened in 2024) similarly commands prestige and visibility in a major retail corridor.
- SKIMS is also stepping into the Middle East: slated to launch its first standalone store in the UAE at Mall of the Emirates in Dubai in 2025. Dubai serves as a strategic launch point into the Middle East, a region with high luxury spending and demand for global brands. It also allows SKIMS to test logistics, pricing, and local consumer behaviors before committing more broadly in the region.

Secret to Success: Omnichannel Expansion and Customer Stickiness

Skims’ long-term success lies in its ability to scale while avoiding the pitfalls that have plagued other venture-backed DTC brands. Whereas peers such as Allbirds and Warby Parker overextended into physical retail, Skims has approached expansion more strategically, testing pop-ups and select flagship openings while sustaining its digital-first strength. Crucially, the company combines the marketing reach of celebrity influence with operational discipline: its Q1 pitch deck showed 456,000 repeat purchases, double the prior year, signalling customer stickiness that many DTC players like Peloton or Casper struggled to achieve. This blend of brand heat, careful channel strategy, and strong retention rates positions Skims less as a fragile DTC experiment and more as a scalable consumer platform with the foundations to succeed offline as well as online.

Cover Image: Skims Official Website