Kim Kardashian’s shapewear brand Skims has sparked widespread conversation with its latest product launch, a faux hair-embellished undergarment that sold out almost immediately after its Tuesday debut.
The 44-year-old entrepreneur unveiled the Faux Hair Micro String Thong on October 14, marking what many are calling the brand’s most unconventional offering to date. The product, which the company describes as its “most daring panty yet,” carries a retail price of $32.
According to the Skims website, the intimate apparel features a combination of curly and straight synthetic hair available in twelve different color options, allowing customers to customize their look. The design has drawn comparisons to merkins, theatrical hairpieces with a long history in performance and fashion.
Kardashian promoted the launch on her social media platforms Tuesday morning, and demand quickly exceeded supply. Within hours of the announcement, the entire inventory had been purchased, with the product page showing sold-out status across all color variations.
The brand’s marketing campaign leaned into the product’s audacious nature, releasing a promotional video styled after 1970s-era game shows. “Just Dropped: The Ultimate Bush,” Skims announced on Instagram. “With our daring new Faux Hair Panty, your carpet can be whatever color you want it to be.”
The bold marketing approach and unusual product concept have generated mixed reactions from consumers and social media users. While some praised Kardashian’s willingness to push boundaries and challenge conventional beauty standards, others questioned the practicality and appeal of the design.
This launch continues Skims’ pattern of generating buzz with unexpected product releases. Since its founding in 2019, the brand has evolved from traditional shapewear into a broader lifestyle company, occasionally venturing into provocative territory that keeps its name in headlines and drives consumer interest.
The rapid sellout suggests that whatever reservations some may have, Kardashian’s core customer base remains eager to experiment with the brand’s boundary-pushing concepts. Whether the faux hair panty becomes a lasting trend or a fleeting curiosity remains to be seen.
