Reality star and business entrepreneur Kim Kardashian has regained full control of her beauty brand after buying back the 20 percent stake she sold to global beauty giant Coty in a deal originally valued at US$200 million.
The story traces back to 2020, when Coty agreed to acquire a 20 percent interest in Kardashian’s beauty business, then known as KKW Beauty. The transaction officially closed in January 2021 and was widely viewed as one of the biggest celebrity beauty deals of its time.
The agreement extended beyond a simple equity purchase. Alongside the stake acquisition, Coty secured collaboration rights that allowed the company to manufacture, market, and sell certain Kardashian beauty products, while also obtaining options relating to a possible additional ownership interest in the business.
Following the partnership, Kardashian made major changes to her beauty venture. In 2021, KKW Beauty was shut down and later relaunched as SKKN by Kim, with a stronger focus on skincare, beauty, and lifestyle products. The rebrand represented a significant shift from the original cosmetics-driven model and signaled Kardashian’s ambition to expand her presence in the beauty industry.
A major turning point came in March 2025, when Kardashian repurchased the 20 percent stake from Coty. Reports indicated that the business would subsequently be integrated into her highly successful SKIMS brand, bringing her beauty, skincare, fragrance, and fashion businesses under a more unified corporate structure.
The transaction also ended Coty’s manufacturing and collaboration rights associated with Kardashian’s beauty products. While the original stake sale was valued at US$200 million, the financial details of the repurchase were not publicly disclosed.
Industry observers view the move as part of Kardashian’s broader strategy to consolidate her brands and create a stronger lifestyle empire under the SKIMS umbrella. SKIMS executives said the acquisition would allow the company to expand beyond apparel into beauty, skincare, and fragrances.
Kardashian described the move as an opportunity to streamline her long-term vision and bring all of her major consumer brands together under a single strategic direction.
Notably, the transaction did not affect Coty’s majority ownership of Kylie Cosmetics, the beauty company founded by Kardashian’s sister Kylie Jenner. Coty continues to hold a 51 percent stake in that business after acquiring it in a separate deal.
The buyback marks a full-circle moment for Kardashian, who has once again taken direct control of a beauty brand that evolved from KKW Beauty into SKKN by Kim, reinforcing her status as one of the most influential celebrity entrepreneurs in the world.
FB Note: This report covers publicly reported business transactions involving Kim Kardashian’s beauty brands and is shared for entertainment and business news purposes.
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