Kim Kardashian Shutters SKKN, Strategy Reset

Plus: Injectables shift to skin quality as Allergan scales SKINVIVE

Author

Avinash Duggempudi
September 24, 2025

Skincare Unboxed

Here's what's happening this week in the world of skincare and beauty marketing:
- Kim K closes SKKN, pivots toward Skims Beauty.
- Allergan scales SKINVIVE globally, skin quality goes mainstream.
- Cetaphil launches longevity line for fragile, aging skin.
- Ninja fronts 24-hour stream for skin cancer checks.
- Klairs drops TikTok Shop-only skin flooding trio.

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

  • No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

  • Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

  • Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

AESTHETIC INJECTABLES
Allergan Expands SKINVIVE To 57 Markets In 2025
Allergan Aesthetics will roll out SKINVIVE by JUVÉDERM in 35 additional markets, totaling 57 global launches this year and signaling a stronger industry pivot to “skin quality” injectables. The single-treatment, long-lasting hydrating injectable aligns with consumer demand for natural-looking results and deep hydration. Clinics, medspas, and derm networks can expect heightened interest and training demand as multimodal “skin quality” protocols scale.

SKKN by Kim ended operations on June 29, 2025 following a buyback of Coty’s 20% stake and a consolidation under Skims, with industry chatter pointing to a Skims Beauty launch in 2026. The move reflects a pragmatic reset after SKKN’s luxury positioning struggled to scale. Expect tighter fashion-beauty integration, cleaner unit economics, and a focus on Skims’ cross-category, omnichannel flywheel.

Galderma’s Cetaphil unveiled a US-first “Skin Activator” line targeting aging, thinning, fragile skin with encapsulated CICA and microdosed mandelic acid to improve crepiness and barrier function. Backed by clinicals and supported by a Mariska Hargitay campaign, the range extends face-grade actives to body care. This signals mainstream adoption of longevity science and whole-body “skinification” in mass derm skincare.

Byoma debuts a clinically tested blemish line powered by patent-pending Clearamide Complex and salicylic acid, extending barrier science to both face and body acne. The six-SKU system aims to reduce irritation while delivering efficacy, backed by extensive third-party trials and measurements. This raises the bar on claims and shifts acne care toward long-term skin health rather than aggressive short-term clearing.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

⚡QUICK READS

La Roche-Posay Launches 24-Hour Gaming For Cause: Partnering with Ninja, the livestream funds global mole checks and prevention, signaling the power of gaming-native health education and cause marketing at scale.(More)

Bubble Names Leighton Meester Global Ambassador: The ‘Radical Joy’ 360 campaign brings aspirational-yet-accessible storytelling across social, OOH, retail and e-commerce to drive mass prestige perception.(More)

Klairs Debuts TikTok Shop-Exclusive Skin Flooding Trio: A platform-only bundle aligned to seasonal hydration trends shows how creators and brands can test DTC kits and conversion on TikTok Shop ahead of Q4.(More)

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