How Skims Used Social To Go 0-5B In 6 Years

Most brands tied to an influential individual do not use them properly. They use them as a talking head rather than as distribution and a face for their products and marketing stunts. This is a story of a 0-5B job done right.

Skims has been around since September 2019 and has a current valuation of $5 billion, as of its most recent funding round in November 2025. Kim Kardashian is the largest shareholder and this is an example of a celebrity brand done right.

This is how Kim Kardashian and her co-founders pulled it off:

First off: Fantastic product. Great reviews across the board. A market up for the taking given the decline of brands like Nike and Lululemon among young people.

There has never been less brand loyalty to faceless brands.

Enter KIM K: one of the most followed people on the planet. Why? Stunts.

Kim Kardashian understands the stunt as well as anyone.

Stunts IRL. Stunts in her reality TV show. Stunts on magazine covers.

Stunts in every walk of life. Now Skims.

They have a very minimalist vibe which is on trend but I’m certainly not an expert in women’s clothing so we’ll leave it at that there.

Back to the stunts.

Here’s are two of recent ones that have ALL gone mega viral driving people back to the brand and their tentpole products. leveraging social:

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