Kim Kardashian Reveals How Her Search For Fitting Shapewear Led To SKIMS Success

Kim Kardashian has ventured into various businesses over the years. However, it is her SKIMS brand that holds a special place in her heart. In a recent cover story for TIME magazine, the reality star revealed that SKIMS was born out of a very vulnerable place, as she sought shapewear that would fit her skin tone and body.

The launch of SKIMS was a collaborative effort between Kim and Jens Grede, the husband of Emma Grede, who co-founded Good American with Khloé Kardashian. Interestingly, the brand was launched at the start of the pandemic, offering a wide range of options for different skin tones, sizes, and shapes, ranging from XXS to 4X. As the company’s biggest shareholder and creative director, Kim said she has poured her heart and soul into the brand.

The journey to SKIMS began with Kim’s struggle to find shapewear that matched her skin tone. In her interview with TIME, she shared a unique approach she used in the early days. “I used to take my shapewear and dye it with tea bags and coffee in the bathtub,” the mom of four revealed. This personal experience ignited her determination to create a solution not only for herself but for women of all backgrounds.

Kim knew SKIMS had struck a chord when she attended a Hollywood party and someone lifted her top to reveal she was wearing a SKIMS product. Despite her success, she still battles with feelings of insecurity, a phenomenon known as impostor syndrome. However, she believes that it is precisely these emotions that fuel her drive to continue pushing boundaries.

In a recent episode of The Kardashians, filmed in Milan before overseeing the Dolce & Gabbana show as creative director, Kim opened up about her insecurities. Without her stylist Danielle Levi by her side, she had to make decisions independently. Reflecting on her personal growth, she shared, “I was so insecure I couldn’t do anything without my security blanket, and now I can, and on a really big level.”

Of course, the road to success hasn’t been without its bumps for Kardashian and SKIMS. Initially named “Kimono,” the brand faced controversy in Japan due to cultural sensitivities. Additionally, in 2022, Kim settled with the SEC for $1.26 million after failing to disclose that she was paid to promote a cryptocurrency. Learning from these experiences, she now emphasizes the importance of trusting the right people in unfamiliar territories.

While Kim has been the face of SKIMS in many campaigns, she recognizes that this may change over time. Looking ahead, she envisions reducing her appearances in marketing campaigns as she enters her 50s. However, she remains committed to doing whatever it takes to maintain her youthful appearance.