SKIMS has spent the last few years building one of the strongest apparel identities in the market. The brand made its name by focusing on fit, comfort, and everyday basics that people actually wanted to wear. Now SKIMS is preparing for a broader shift. The company has raised new funding and is looking toward wellness, performance, and a larger lifestyle footprint.
A Brand Expanding Its Reach
The announcement came through a recent Instagram post that shared a simple message. SKIMS is preparing to enter wellness and performance focused categories after securing 225 million dollars in new funding. It is not a surprise. The brand already built trust with customers who use SKIMS daily, and expanding into more parts of their routine feels like a natural next step.
SKIMS started with shapewear and underwear that solved real fit problems. Those products created the foundation for everything that came after. As the brand grew into loungewear and everyday basics, it kept the same design language. Clean lines. Inclusive sizing. Products that feel good to live in. That foundation now supports a wider lifestyle push.
Why Wellness Makes Sense for SKIMS
The move into wellness feels like a continuation rather than a pivot. When a brand has a loyal audience built around comfort and daily wear, it becomes easier to introduce categories that support the rest of their routine. Wellness and performance products fit neatly into that structure.
Vogue reported that SKIMS now holds a valuation of roughly five billion dollars and highlighted how the company’s growth continues to come from listening to customers and expanding into categories with clear demand. The brand already has momentum. Wellness simply adds a new lane for SKIMS to grow into.
Beauty and Retail Will Play a Role
The wellness shift also pairs with SKIMS Beauty, which is set to launch under new leadership. According to Cosmopolitan and Forbes, the collection will include skincare and makeup updates and will follow the same inclusive direction as the apparel line. Beauty, wellness, and performance form a connected group of categories, and SKIMS appears ready to build that ecosystem.
More retail expansion is expected as well. Physical stores give the brand room to anchor its lifestyle offerings and introduce new categories directly to customers.
What Comes Next
SKIMS has not shared specific product details yet. More information will come as they move closer to launch. For now, the message is clear. The brand that built its name on fit and comfort is preparing to show up in more parts of the day, from movement to recovery to personal care.
Final Take
SKIMS is moving from a strong apparel brand into a broader lifestyle brand. The wellness push builds on the foundation that made SKIMS successful, and it gives the company room to grow without stepping away from the identity people already trust. It is a smart move for a brand with this kind of momentum.
Citations
“What is SKIMS secret recipe” – Vogue
https://www.vogue.com/article/what-is-skimss-secret-recipe
“SKIMS wants a slice of wellness” Instagram announcement
https://www.instagram.com/p/DQ960vugb13/
“SKIMS raises 225 million dollars at 5 billion dollar valuation” – Athletech News
https://athletechnews.com/skims-raises-225-million-at-5-billion-valuation/
“SKIMS Beauty is coming, Kim Kardashian confirms” – Forbes
https://www.forbes.com/sites/rachelburchfield/2025/10/15/skims-beauty-is-coming-kim-kardashian-confirms-were-going-to-bring-back-what-works/
“SKIMS Beauty leadership and expansion news” – Marie Claire
https://www.marieclaire.com/beauty/skims-beauty-diarrha-ndiaye-evp-announcement/