Kim Kardashian never ceases to surprise. After making waves with the Skims bra with integrated nipples, available with or without piercing, the star and entrepreneur is back to making waves with her latest provocation: the hairy underwear.
Handmade in transparent and super stretch mesh, These thongs combine tufts of curly and smooth fake furavailable in twelve different shades. The garment is completed with elastic bands on the sides which guarantee a true-to-size fit. And the final surprise? The price: “only” 42 euros.
What makes this release even more incredible is Skims’ ability to turn the absurd into commercial success. What for many would be an act of pure madness becomes, in the hands of Kim Kardashian, a viral phenomenon that translates into mind-boggling numbers. The brand, founded in 2019 and started as a simple shapewear line, is today an empire worth around four billion dollars and generates annual revenues estimated at around $750 million, an increase of approximately 50% compared to the previous year. Even more impressive is the net profit, which in 2023 was around $190 million, confirming a solid and constantly expanding business model.
Since its debut, Skims has demonstrated a disruptive force: on the day of the official launch, sales reached two million dollars in just a few minutes, a record that heralded the global success of the brand. Since then, the rise has never stopped.
The secret lies in the balance between provocation and inclusiveness. Kim has built a brand that combines aesthetics and comfort, with a message of acceptance of real bodies. The size range goes from XXS to 5X, and the “nude” shades are designed to adapt to every type of skin tone. This inclusive vision, combined with bold and perfectly calibrated marketingtransformed Skims into much more than just an underwear brand; a cultural phenomenon, a symbol of how the body and sensuality can be described in a contemporary and shameless way.
With hairy underwear, Kim Kardashian confirms her ability to walk the thin line between scandal and strategy. What might seem like a simple stroke of madness turns out, once again, to be a perfectly calculated gesture. And the numbers speak for themselves: in Kim’s world, even provocation has value — and often, it is sold out in a few minutes.
