How beauty consumers reacted to SKKN by Kim’s makeup launch

The results are in for the success of SKKN by Kim’s January 26 makeup launch, and they are unremarkable.  

The collection marks Kardashian’s return to the traditional cosmetics business following the shuttering of KKW Beauty in 2021. But it is also a departure from the former brand, which was founded in 2017 and centered around the then-popular contour makeup look. The new collection features three nude-themed products: a 12-shade eyeshadow palette, a lip liner in 15 shades and a lipstick in 10 shades. The Classic Matte Eyeshadow Palette was still available for sale as of Tuesday afternoon, while three shades of the Soft Matte Lip Color and one shade of the Lip Liner are sold out.

The expansion back into makeup for Kardashian comes after a period of fervent rumors around Sept. 2023 that both Kim Kardashian and her sister, Kylie Jenner, wanted to buy back their respective beauty brands. The chatter owed the potential move to the sisters’ dissatisfaction with Coty Inc.’s leadership and the direction of the brands. No changes have come to pass. During the first quarter of fiscal year 2024 earnings call in Nov. 2023, the Coty executive team remarked that Kylie Cosmetics was “doing very well,” but there was no mention of SKKN by Kim.

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