Who Started SKIMS and How the Brand Began
SKIMS was founded by Kim Kardashian in 2019, with design direction and public launch led by her. The idea emerged from her own frustrations with shapewear that was uncomfortable, difficult to size, and difficult to shop inclusive ranges. Kim brought on co-founders and advisors to build the brand, leveraging her platform to drive a high-visibility debut focused on seamless, multi-shade shapewear for a wide range of body types. This overview explains the founding team, roles, and origins of SKIMS in a fact-first manner.
Founding Team and Key Roles in SKIMS
While Kim Kardashian is the founder and public face of SKIMS, building and scaling the brand required a small founding team and key advisors. The following table outlines the primary individuals associated with the start of SKIMS, their roles at inception, and the nature of their verified involvement.
| Individual | Role at SKIMS Start | Verified Source Type |
|---|---|---|
| Kim Kardashian | Founder, Creative Director, Public Launch Lead | Company disclosures, interviews |
| Emma Grede | Co-Founder, CEO (early operational leadership) | Press releases, profile reports |
| Gloria Lau | Co-Founder, President (early commercial and operations) | Company disclosures, press |
| Jens Grede | Strategic advisor and investor (co-founder of brother brand) | SEC filings, brand announcements |
| Drop Dead Gorgeous team | Initial manufacturer and production partner | Industry reports, interviews |
Kim Kardashian shaped product vision, branding, and inclusive sizing messaging. Emma Grede and Gloria Lau provided day-to-day operational leadership in the earliest stages, while Jens Grede contributed as a strategic advisor with experience in building consumer brands. Production initially relied on a trusted manufacturer from Kim’s prior collaborations, ensuring quality control during SKIMS’ formative months.
Key Facts and Milestones for SKIMS at Launch
Understanding the who also requires context about when and how SKIMS became publicly visible. The timeline below captures essential milestones from founding to first major product drop, sourced from company announcements and credible media coverage.
| Date or Period | Event | Why It Matters |
|---|---|---|
| Early 2019 | Kim Kardashian initiates shapewear line concept | Identifies a gap in comfortable, inclusive shapewear |
| Mid 2019 | Emma Grede and Gloria Lau join as co-founders | Formalizes founding team and business structure |
| October 2019 | SKIMS by Kim Kardashian announced; first look via social media | Generates high-profile awareness ahead of launch |
| November 2019 | Official launch with first shapewear collection | Establishes product-market fit and brand identity |
| 2020 onward | Scales the brand beyond foundational shapewear |
How the Founding Story Shapes SKIMS Today
The origin of SKIMS as a founder-led venture continues to influence how the brand operates. Kim Kardashian’s ongoing role as creative force keeps product development aligned with body-positive messaging. Emma Grede and Gloria Lau’s early leadership laid operational foundations that underpin SKIMS’ current multi-category approach. Understanding who started SKIMS helps explain the brand’s cohesive identity, from marketing tone to product inclusivity standards.
Product Vision and Inclusive Sizing
Founding insights reveal why SKIMS emphasizes seamless designs and a wide range of shades from deep to fair. The goal was to remove barriers for shoppers who previously faced limited options in shapewear. This vision remains central to SKIMS’ product strategy and its ongoing expansion into related categories such as loungewear and activewear.
Collaborations and Partnerships
Early production relied on trusted partners with established quality controls. As SKIMS matured, collaborations with retailers and marketing partners extended reach. These relationships, rooted in the brand’s founding phase, helped SKIMS scale while preserving a consistent customer experience across channels.
SKIMS Compared to Kim’s Earlier Ventures
SKIMS is distinct from Kim Kardashian’s earlier business moves, such as the Kardashian Kard or other short-lived projects. It is a dedicated focus on shapewear and foundational apparel, built with a longer-term roadmap and structured founding team. This deliberate approach contrasts with earlier ventures, reflecting lessons learned and a clearer product strategy from day one.
- Launched in 2019 with a clear category focus: shapewear and essentials
- Co-founded by Emma Grede and Gloria Lau for operational depth
- Initial production partnered with established manufacturers to ensure quality
- Publicly announced and marketed via Kim Kardashian’s social platforms
- Expanded over time into loungewear, activewear, and men’s offerings
Common Questions About Who Started SKIMS
Readers often seek clarity on specific individuals and their influence at the brand’s start. Addressing these questions succinctly helps clarify misconceptions and confirm verified roles.
Was Kim Kardashian the only founder of SKIMS?
Kim Kardashian is the brand founder and creative leader. Emma Grede and Gloria Lau are co-founders who joined early to lead operations and commercial functions. Their combined roles form the foundational leadership of SKIMS.
Did Kim Kardashian work with established manufacturers at launch?
Yes. SKIMS initially partnered with a trusted manufacturer previously used in her earlier ventures, ensuring consistent quality control during product development and the first collection rollout.
When was SKIMS officially announced to the public?
SKIMS was announced in October 2019 through social media and press outreach, ahead of the November 2019 launch of the first shapewear collection.
How did the founding team impact SKIMS’ direction?
Kim Kardashian set product vision and brand positioning. Emma Grede and Gloria Lau brought scalable operational and commercial practices, enabling SKIMS to grow from a single collection into a multi-category brand while maintaining core identity elements.
Are there verified sources about SKIMS’ founding team?
Yes. Company filings, official press releases, and credible media profiles confirm the roles of Kim Kardashian, Emma Grede, and Gloria Lau in the brand’s creation and early leadership.