After raking in $4 billion with Skims (no big surprise), Kim Kardashian decided to relaunch her beauty empire because, of course, world domination wouldn’t be complete without a little contouring and a signature scent.

Industry experts (i.e., those paid to analyze celebrity business) are wondering if, this time around, Kim’s beauty line will have the same staying power as her ever-growing list of businesses. Launching and relaunching brands is practically a hobby for the Kardashian family.

Executives and insiders agree: consolidating her businesses is a “smart idea” in other words, it makes sense to bring all the money under one roof before going public and adding a zero or two to her fortune. With Skims eyeing an IPO, why not add a beauty brand to the list? After all, if you can sell stretchy bodysuits through influencer marketing, surely lipstick isn’t so difficult, right?

But be warned: just because you put “Kim K” on a beauty line doesn’t mean it’ll have the same notoriety as her shapewear empire. Need a refresher? In 2017, KKW Beauty made a splash with the famous cream contour and highlighter kit (who doesn’t dream of Kim’s cheekbones?). Then came KKW Fragrance, with products shaped like Jean Paul Gaultier. Both flew off the shelves because, let’s be honest, Kardashian fans buy everything she touches.

In January 2024, the brand returned to the beauty scene with lip liners, lipsticks, and an eyeshadow palette, only to… fizzle out. Not exactly the resounding comeback we might have imagined. The silence was deafening, until the big March sales. And then what? A diamond-infused perfume to revive the magic of Mumbai?

But one thing is certain: if anyone can turn an old beauty brand into a billion-dollar empire (again), it’s Kim Kardashian. Or at least, she’d have us believe it. But since Trump, how can you become a millionaire? Coming to the NY Stock Exchange for billionaires. Right?

FM