Highsnobiety
Double Tap to Zoom

This story was published on February 8, 2022 and updated on June 21, 2022.

Happy launch day to America's most prolific jack of all trades, Kim Kardashian: reality TV star, underwear designer, Balenciaga model, and now, skincare mogul.

Keeping Up's main character just debuted her latest enterprise, SKKN by Kim, a nine-step skincare routine priced at a hefty $673.

According to The New York Times, the new venture effectively replaces KKW Beauty, which announced last summer that it would rebrand and relaunch with a "more modern, elevated, sustainable brand and experience."

Your Highsnobiety privacy settings have blocked this Instagram post.

Coty, Inc., an investor in KKW Beauty and SKKN by Kim, has had skin on the brain for a while. "It’s really going to be the year of skincare at Coty,” Sue Y. Nabi, the French conglomerate's chief executive, told Business of Fashion in February.

Kim's new brand reflects an industry-wide shift away from time-consuming trends such contouring and baking — practices that the Kardashians helped popularize, ushering in the reign of "Instagram Face" — and a move towards more natural-looking beauty.

Indeed, mainstays from KKW Beauty such as body foundation and contour sticks feel outdated set against today's cosmetics landscape, which focuses more on accentuating features instead of concealing and re-engineering them via strategic shading and clever optical illusions.

Your Highsnobiety privacy settings have blocked this Instagram post.

As is the case with most things involving the Kardashian-Jenners, SKKN by Kim has already generated a fair amount of controversy — namely, for its onomatological likeness to Lori Harvey's SKN by LH and SKKN+, a Black-owned skincare studio founded by esthetician Cydnie Lunsford.

I haven't tried SKKN by Kim yet, so I can't speak to the efficacy of the products, which Kardashian reportedly applies "down to nips." But before you shell out $673 in the hopes of attaining the reality TV star's skin, keep in mind that any celebrity isn't relying solely on creams and serums — the vast majority are also getting regular facials, dermatological treatments, and injectables such as Botox and filler.

We Recommend
  • Tinashe’s Tips To Match Her Freak…ishly Good Skin
    • Beauty
  • The Line Between Skiwear and Streetwear Is Increasingly Blurry
    • Style
  • Beef Fat, Emu Oil & Salmon Sperm: Beauty’s Sudden Appetite For Animals
    • Beauty
  • When Looking Like a Teen Is Part of the Job
    • Beauty
  • Birkenstock's Latest Drop Isn't a Sandal — It's Skincare
    • Beauty
What To Read Next
  • adidas' Premium German-Made Shoe Is Surprisingly JJJJound-Free
    • Sneakers
  • Even When "Washed," Jordan's Pristine Hybrid Shoe Doesn't Miss
    • Sneakers
  • What Does a Prada-fied Versace Even Look Like?
    • Style
  • Nike's Doernbecher Air Maxes Are Straight Flames (Lightning, Too)
    • Sneakers
  • Snakeskin Carhartt Workwear Is a Wild Work in Progress
    • Style
  • adidas' Waterproof Stan Smiths Might Be the Best Stan Smith
    • Sneakers