The saturated world of celebrity skincare has a latest contender.

Kim Kardashian is debuting her latest enterprise on Wednesday, a skincare brand called Skkn by Kim. Kardashian’s own skincare routine and her 15-year journey battling psoriasis inspired the brand, based on a press release.

“In all of my business endeavors, I’ve been fueled by my passion to fill gaps available in the market with expertly crafted and universally loved products which can be performance driven — and I even have carried this same drive and approach with me into making a legacy skincare brand,” Kardashian said in a press release.

Attributable to her battle with psoriasis, Kardashian looked to creating “clean” formulas that were dermatologically tested. The products are said to work on “all skin types, tones and textures at every stage of maturity.”

Skkn by Kim is launching with nine products: a toner, an exfoliator, a hyaluronic acid serum, a vitamin C8 serum, a face cream, an eye fixed cream, oil drops and an evening oil. Products include the Skkn by Kim toner, which uses double acidic and enzymatic exfoliation through a mix of enzymes, AHAs and witch hazel meant to scale back the looks of pores and enhance the skin’s texture; an exfoliator, which is made with pomegranate and pumpkin enzymes and goals to deeply cleanse the skin, and oil drops, that are described as a “supercharged Vita-C Glow Oil” that promote glowing skin.

The products are housed in refillable packaging, following within the footsteps of brands like Dove and The Body Shop. Prices range from $43 for a cleanser to $95 for face oils. Refills start at $37. The nine-step routine involves market when consumers and types alike are minimizing their routines and assortments. In April, KraveBeauty even began an initiative called “Slow Down Skincare” to caution brands against overproduction, and shoppers against overconsumption.

“Followed by tens of millions all over the world, Kim is a world icon and a beauty authority, who’s redefining consumer engagement and the direct-to-consumer model,” said Vanessa Reggiardo, general manager for the brand at Coty.

The road will launch exclusively direct-to-consumer on a latest platform that may feature “tutorials and academic Kim content encouraging consumers to customize their very own bespoke skin-care regimens,” said Reggiardo.

Kardashian joins Rihanna, Jennifer Lopez, Alicia Keys, Jessica Alba, Drew Barrymore, Victoria Beckham, Scarlett Johansson and others who’ve also parlayed robust followings into skincare businesses. The category was particularly attractive to her given her experience with psoriasis, which regularly ends in a rash on the skin.

“What began as a psoriasis diagnosis became the catalyst for my journey of skincare discoveries, inspiring me to learn more about my skin and the way to handle it,” Kardashian continued. “Working with a few of the top dermatologists and estheticians over time has given me the incredible opportunity to learn from their expertise — and I knew I needed to share my learnings.”

The launch comes nearly a yr after Kardashian announced she was shuttering her KKW Beauty brand with a purpose to relaunch the brand. On the time, it was speculated that Kardashian’s decision to shut the wonder brand was to drop the “W” from KKW on account of her divorce proceedings from Kanye West.

Nonetheless, a source near Kardashian told WWD on the time that the rebrand had “nothing to do with dropping the ‘W’ from KKW.”

“Kim remains to be Kim Kardashian West and has not modified her legal name,” the source said. “The rebrand has been within the works for a while. Kanye actually helped Kim give you the brand new name and the packaging. The revolutionary formulas and even the shopping experience of having the ability to shop all categories in beauty and cosmetics under one brand, one website has all the time been Kim’s vision from the start. She is incredibly enthusiastic about this next phase.”

As of March, Kardashian’s and West’s divorce has been finalized and Kardashian has dropped “West” from her legal name.

This April, Kardashian also announced she was shuttering KKW Fragrance and relaunching the brand at a later date.

Kardashian’s Skkn by Kim is launching solely with skincare products. A spokesperson for the brand declined to comment on plans for the makeup and fragrance businesses.

Kardashian first announced she’d be entering skincare following Coty Inc.’s take care of Kardashian’s KKW Beauty and KKW Fragrance brands in June 2020, where the wonder conglomerate paid $200 million for a 20 percent stake within the brands.

In March 2021, Kardashian filed a trademark request for Skkn by Kim. The trademark was filed for an array of products under skincare, hair care, nail care and supplements.

Skkn by Kim will probably be available for purchase starting June 21 on Skknbykim.com.

READ MORE ABOUT KIM KARDASHIAN HERE: 

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