BeautyRival – Skims Beauty, the global brand founded by Kim Kardashian, is entering a new phase in its evolution. The company has appointed Diarrha N’Diaye as Executive Vice President of Beauty and Fragrance. Her arrival signals a major step toward expanding Skims into the beauty market. Known for its inclusive and body-positive image, Skims now wants to bring that same philosophy to cosmetics. N’Diaye, who began her role on Monday, will oversee product development and brand strategy. She will lead the creation of a beauty line that represents all skin tones and celebrates individuality. This move follows the brand’s acquisition of Skkn by Kim earlier this year. With her leadership, Skims aims to merge innovation and inclusivity, setting a new standard for authentic beauty.
Diarrha N’Diaye’s Journey from Glossier to Skims
Before joining Skims, Diarrha N’Diaye had already built a strong reputation in the beauty world. She began her career at L’Oréal, where she learned the fundamentals of product marketing. Later, she joined Glossier, a brand known for its clean and minimalist approach to beauty. In 2021, she launched Ami Colé, a makeup brand inspired by her Senegalese roots. Ami Colé focused on natural, skin-like finishes for people of all complexions, especially deeper tones. It quickly gained a loyal following for its authentic and inclusive message. Earlier this year, N’Diaye announced that Ami Colé would be closing, leaving fans disappointed but curious about her next move. Her new position at Skims marks a fresh beginning, allowing her to apply her creative vision on a larger, global platform.
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Kim Kardashian’s Confidence in Inclusive Beauty
For Kim Kardashian, bringing Diarrha N’Diaye into the company is about more than growth it’s about representation. “I want Skims Beauty to be a place where everyone feels represented,” Kardashian said in a statement. She praised N’Diaye’s talent for combining creativity with strategy, calling her the perfect fit for the role. Kardashian believes N’Diaye’s instincts and innovative ideas will guide Skims Beauty toward a more inclusive future. This partnership reflects Kardashian’s mission to create products that connect emotionally with consumers. It’s not just about makeup or skincare it’s about identity and confidence. Her leadership continues to push the boundaries of how beauty is defined, proving that representation is not a marketing trend but a long-term commitment.
Bridging Fashion and Beauty Through Experience
In her first statement, N’Diaye described her goal as creating a “second-skin experience” for Skims customers. She plans to link beauty, fashion, and self-expression in a seamless way. “My job is to bridge the gap between clothing, makeup, hair, and fragrance,” she explained. N’Diaye wants Skims Beauty to celebrate skin in all its forms, from “strand to toe.” Her approach aligns with the brand’s core values simplicity, comfort, and confidence. By focusing on emotional connection, she hopes to make beauty routines feel more personal and empowering. This philosophy fits Skims’ reputation for innovation and inclusivity. Under her direction, Skims could redefine beauty as something that not only looks good but feels natural and real.
The Skkn by Kim Acquisition and Expansion Strategy
Earlier this year, Skims acquired Skkn by Kim, Kardashian’s previous beauty line created with Coty Inc. The deal included both makeup and skincare, though financial details were not shared. This acquisition shows Skims’ determination to grow beyond fashion and enter new markets. With N’Diaye leading the beauty division, the company can build on Skkn’s foundation and expand into fragrance and cosmetics. The goal is to make Skims a full lifestyle brand, offering everything from clothing to beauty essentials. This move also strengthens the brand’s identity, uniting Kardashian’s fashion and beauty ventures under one umbrella. For consumers, it means a more consistent and connected experience, built around self-care and confidence.
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Leadership Confidence and Shared Vision
Jens Grede, Skims’ cofounder and CEO, expressed full confidence in N’Diaye’s appointment. “Diarrha’s modern and community-forward view on beauty aligns perfectly with the ambitions of Skims Beauty,” he said. Grede highlighted her entrepreneurial mindset and ability to recognize untapped customer needs. Her experience as a founder gives her a unique understanding of what modern consumers want. Grede believes her leadership will help Skims grow even further. The brand, valued at $4 billion after its 2023 funding round, has already proven its power to disrupt industries. From viral shapewear to innovative marketing, Skims continues to shape culture. With N’Diaye’s expertise, the company is poised to lead the next phase of its journey one centered on creativity, diversity, and trust.
Building the Future of Skims Beauty
Skims shows no signs of slowing down. The brand has expanded into menswear and opened new retail locations, while its products frequently sell out within hours. Now, with Diarrha N’Diaye directing its beauty division, Skims is ready to merge emotion and innovation. Her appointment represents a shift toward deeper storytelling and meaningful representation. Skims Beauty aims to offer more than makeup it wants to create products that make people feel seen and valued. The company’s success comes from blending bold ideas with a sense of humanity, and this new chapter continues that mission. Together, Kardashian, N’Diaye, and Grede are building a beauty brand that reflects modern values: inclusivity, authenticity, and empowerment. The result could redefine what global beauty means in the decade ahead.
