Kim Kardashian's Skims to Open First Store in the UAE

Reality star and business mogul Kim Kardashian is expanding her billion-dollar brand into the Middle East, as her renowned shapewear and loungewear label Skims prepares to open its first physical store in the UAE.

The flagship location is set to launch at Mall of the Emirates in Dubai, marking a significant milestone in the brand’s global retail footprint.

Founded in 2019, Skims quickly rose to fame for revolutionizing shapewear with its inclusive sizing and skin-tone diversity, offering a refreshing alternative to the often-limited options in the market.

Over the years, Skims has grown beyond shapewear to include loungewear, activewear, and swimwear, appealing to consumers seeking both comfort and confidence in their everyday wardrobe.

Skims has become a cultural phenomenon thanks to a wave of celebrity endorsements from global stars like Kendall Jenner, Hailey Bieber, SZA, and Sabrina Carpenter. Kim Kardashian herself frequently headlines the brand’s campaigns, reinforcing its strong connection to her personal image and influence. The brand’s success has also been fueled by buzz-worthy collaborations, including limited-edition collections with Fendi, Dolce & Gabbana, and even a Barbie-inspired line.

While Skims has been available in the Middle East since December 2020 via the UAE-based luxury e-commerce platform Ounass, this marks the first time the brand will have a standalone brick-and-mortar presence in the region.

Ounass, part of the prestigious Al Tayer Group, is known for introducing high-end labels like Prada, Harvey Nichols, and Bloomingdale’s to the Gulf market. Now, with a dedicated store at one of Dubai’s most iconic malls, Skims is poised to strengthen its regional presence and customer engagement.

The brand recently sparked viral conversation with the launch of its Seamless Sculpt Face Wrap, a $48 beauty product marketed as a non-invasive way to sculpt the jawline. Infused with collagen yarns, the face wrap sold out within 24 hours, driven by curiosity and fans hoping for a more contoured appearance. Reactions online have been mixed—while some see it as an innovative beauty solution, others have raised concerns over unrealistic beauty standards.

As Skims continues to blend fashion, innovation, and controversy, its UAE expansion reflects the growing demand for global lifestyle brands in the Gulf. With a loyal following and Kardashian’s influence at the helm, Skims’ new Dubai store is expected to attract both local fans and international shoppers eager to experience the brand firsthand.