SKIMS
Direct-to-consumer shapewear, underwear and loungewear brand.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 2019
- Headquarters
- 3301 Exposition Blvd, Santa Monica, California, 90404
- Company size
- 50–200
- Market role
- Direct-to-Consumer (D2C) Brand
- Official website
- skims.com
What SKIMS does
SKIMS runs a vertically controlled direct-to-consumer retail model. It designs and markets branded apparel, sells it through its own website and mobile app, and uses owned customer relationships to drive demand, retention and margin capture. Value is created through product merchandising, launch cadence, mobile commerce, first-party customer data, loyalty participation and brand-led content that feeds traffic back into commerce.
Category differentiation
SKIMS is a consumer apparel brand, not a retail technology vendor or marketing software company. Its platform assets support selling its own products rather than serving third-party merchants.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
SKIMS is a privately held American direct-to-consumer apparel brand focused on shapewear, underwear and loungewear. It sells primarily through its owned digital commerce platform and mobile app, where customers browse products, receive drop notifications, complete purchases and manage their accounts. The company also operates a loyalty programme and owned editorial content layer to support retention, repeat purchases and traffic back to product pages. The business makes money by selling consumer apparel directly, capturing retail margin through one-off transactions and repeated purchases driven by product launches, restocks and loyalty incentives. Its customers are end consumers buying apparel online and through its expanding retail footprint. Financially, the company is venture-backed, privately controlled and has scaled into the hundreds of millions of dollars in annual revenue.
Company news briefing
Briefing updated:
SKIMS continues to scale its pop-culture marketing strategy, highlighted by an in-house collaboration with Netflix featuring Will Ferrell that earned Ad Age creative finalist recognition. Meanwhile, broader industry reports underscore ongoing challenges within the celebrity-backed consumer brand landscape, as peers like Kim Kardashian's Skkn face closure amid crowded categories and shifting retail velocity.
Business model & monetisation
SKIMS monetises primarily through direct sale of branded apparel on its website and mobile app, using a retail margin model rather than subscriptions or advertising. Commercial performance is reinforced by launch-driven drops, restock alerts and repeat-purchase mechanics through SKIMS Rewards. Email and SMS engagement, editorial traffic and app-based notifications support conversion and lifetime value rather than functioning as standalone revenue products.
- Direct online apparel sales
- Retail Margin
- Mobile app apparel sales
- Retail Margin
- Owned retail stores
- Retail Margin
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Cakes Body Founders Launch Cakes Media Entertainment Division
Media & Entertainment · Recorded impact score: 2/5
Cakes, a nipple cover company founded by twin sisters Taylor Capuano and Casey Sarai, is pivoting from social selling to entertainment with the launch of Cakes Media. The new company will produce a feature-length documentary, 'Viral: The New American Dream,' premiering on September 22, 2026, and aims to create long-form series and creator-led content. The documentary, filmed during 2024-2025, chronicles the brand's growth, viral success, and personal loss. Caley Wildermuth, formerly of Red Bull, has joined as head of content, expanding the media ambitions. The strategy focuses on organic social media storytelling and building brand affinity, with plans for further original content and a social-first reality show.
- Cakes Media is a new entertainment and media company launched by Cakes Body founders.
- Documentary 'Viral: The New American Dream' premieres on September 22, 2026, on YouTube.
Top 5 Creative Campaigns: Mike’s Hot Honey, Skims, Hay Day
Creative & Production · Recorded impact score: 1/5
Ad Age published a 'Top 5' creative roundup on July 6, 2026, highlighting five recent campaigns including Mike’s Hot Honey, Skims and Supercell’s Hay Day. The piece, written by Tim Nudd, spotlights creative trends and notable activations — for example, Supercell’s Hay Day was positioned as a mini music festival featuring Joe Jonas and other music creators. The article appears in Ad Age’s Campaigns & Commercials / Creativity coverage and is hosted on the Ad Age website (Crain Communications).
- Ad Age published a 'Top 5 creative campaigns to know about right now' article on July 6, 2026.
- The article was authored by Tim Nudd.
Will Ferrell Stars in Skims Campaign Teasing Netflix Series
Advertising Campaign · Recorded impact score: 1/5
Actor and comedian Will Ferrell appears in a new advertising campaign for Skims, the fashion brand founded by Kim Kardashian, wearing Skims underwear while portraying Lonnie "The Hawk" Hawkins — the lead character from his upcoming ten-episode Netflix comedy. The Netflix series of the same name is due to premiere worldwide on July 16, 2026. The campaign was produced in-house by Skims' marketing and creative team in close collaboration with Netflix (no external creative agency was involved) and was shot by British photographer-director Nadia Lee Cohen. The activation runs across Skims' social channels and the channels of Kim Kardashian and Netflix, and includes large-format digital out-of-home placements, notably on Times Square in New York. The creative continues Ferrell's recurring sports-parody persona and ties the brand directly into pop‑culture content marketing.
- Will Ferrell appears in a Skims advertising campaign wearing Skims underwear as the character Lonnie "The Hawk" Hawkins.
- The campaign promotes a ten-episode Netflix comedy series whose worldwide premiere is scheduled for 2026-07-16.
Skims Taps Will Ferrell’s 'The Hawk' Character
Sponsorship & Brand Integration · Recorded impact score: 1/5
Skims has released a new menswear campaign starring Will Ferrell’s fictional golfer character from Netflix’s upcoming series The Hawk. Photographed by Nadia Lee Cohen, the tongue-in-cheek campaign features the character modeling Skims menswear ahead of the show’s premiere. The creative ties the D2C brand to pop-culture IP and uses a celebrity character endorsement to promote its men’s line. The piece was published on Ad Age on June 29, 2026.
- Skims published a menswear campaign featuring Will Ferrell’s fictional golf character from The Hawk.
- The campaign imagery was credited to photographer Nadia Lee Cohen (photo credit: Nadia Lee Cohen/Skims).
Explore company relationships
Questions about SKIMS
What is SKIMS?
SKIMS is a privately held American direct-to-consumer apparel brand selling shapewear, underwear and loungewear through its website, app and retail channels.
Who uses SKIMS?
SKIMS is used by consumers who buy apparel online or through its retail footprint, including repeat customers enrolled in its rewards programme.
How does SKIMS make money?
SKIMS makes money by selling branded apparel directly to consumers and capturing retail margin through website, app and retail-store transactions.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
20 publicly documented primary sources and citations linked across the market graph.
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