DUBAI: Reality star-turned-entrepreneur Kim Kardashian’s shapewear and loungewear brand Skims is set to make its brick-and-mortar debut in the UAE, with its first physical store opening at Mall of the Emirates in Dubai.
The launch date has not yet been announced.
Founded in 2019, Skims quickly rose to prominence for its inclusive approach to shapewear, offering a wide range of skin tones and sizes. The brand has since expanded into loungewear, activewear and swimwear.
The brand’s success has been bolstered by a roster of celebrity supporters, including Kendall Jenner, Hailey Bieber, SZA, Sabrina Carpenter and even the brand’s co-founder Kardashian herself, who regularly appears in the campaigns.
Skims has also released high-profile collaborations, including a Barbie-themed collection and limited-edition capsule lines with fashion houses Fendi and Dolce & Gabbana.
The brand was available in the region exclusively through Ounass, the UAE-based luxury e-commerce platform operated by the Al Tayer Group. Known for bringing high-end international labels like Harvey Nichols, Bloomingdale’s, Prada, and more to the Gulf, Al Tayer was also responsible for introducing Skims to the Middle East in December 2020.
Kardashian recently unveiled a new product under Skims — the Seamless Sculpt Face Wrap — a shapewear-style mask for the face that has stirred debate online.
Retailing for $48 and “infused with collagen yarns,” the product sold out within 24 hours, driven by customers hoping to achieve a more sculpted jawline, as advertised.
While some have praised the product as a non-invasive and innovative approach to contouring, others have criticized Skims for promoting unrealistic beauty standards and contributing to body image insecurities.
One user on X wrote: “Can’t believe people are actually buying this Skims face snatching wrap,” while another commented: “Not sure how this would change your jaw or face shape at all … Recessive chin or jaw is real and can be fixed, but not with a wrap.”
Still, some users expressed enthusiasm about the release. “I don’t particularly like Kim K and I’ve never bought anything from Skims but low-key kind of want the face wrap..it looks like it would cure my tmj (Temporomandibular disorder),” one comment read.