K-pop stars such as Jennie, Rosé, Karina and Ningning wear SKIMS, fueling global buzz as the Kardashian-founded brand reaches a $5B milestone

SKIMS, the direct-to-consumer shapewear and lifestyle brand co-founded in 2019 by Kim Kardashian and Jens Grede, started with shapewear and lingerie and has since expanded into athleisure and lounge wear. Kardashian serves as Chief Creative Officer, overseeing product design and brand planning. Recent fundraising has put SKIMS’ post-money valuation at about $5 billion, underscoring the brand’s rapid ascent.

The company began with shapewear aimed at body-sculpting, then broadened its product line to include athleisure and lounge wear. It operates 18 company-owned stores in the United States and 20 stores in total, including Mexico, and intends to push its footprint further by expanding offline alongside its existing online presence. The leadership has signaled a continued push to innovate and elevate the brand to the next level.

SKIMS’ customer base now skews Gen Z, with the half-plus of its consumers coming from that demographic. The brand has benefited from Kim Kardashian’s vast social media reach, contributing to its global appeal. On TikTok, videos featuring SKIMS try-on hauls and reviews have helped propel younger audiences to explore the products.

In Korea and beyond, K-pop stars have amplified SKIMS’ visibility. Jennie and Rosé of Blackpink, along with Karina and Ningning of aespa, have been photographed wearing SKIMS, helping the label resonate with a global audience. YouTube showcases such as “SKIMS try-on haul” and other SKIMS haul videos have become easily discoverable, reinforcing the brand’s popular image.

Kim Kardashian has emphasized a forward-looking vision for SKIMS, stating that the team will continue to innovate and set industry standards while taking SKIMS to the next level.