In 2017, Kardashian launched both her beauty and fragrance lines, KKW Beauty and KKW Fragrance. She made a cameo appearance in the heist film Ocean’s 8, which was released on June 8, 2018.
After announcing a new range of shapewear called Kimono in June 2019, Kardashian was heavily criticized over the name of the brand, which critics argued disrespected Japanese culture and ignored the significance behind the traditional outfit. Following the launch of the range, the hashtag #KimOhNo began trending on Twitter and the mayor of Kyoto wrote to Kardashian to ask her to reconsider the trademark on Kimono. She responded to public pressure and announced that she would change the name.
However, Japanese trade minister Hiroshige Seko stated that he would still be dispatching patent officials for a meeting at the U.S. Patent and Trademark Office and that Japan would keep an eye on the situation In August 2019, she changed and rebranded the shapewear company to the name Skims, officially launching the following month on its own digital store and later made available on various other websites (such as online stores of SSENSE, David Jones, Net-a-Porter, Ounass). In February 2020, under a retail partnership with Nordstrom, Skims’ products were made available to shop exclusively at the chain’s stores across the United States.
The company has also expanded into lingerie, bodysuits, loungewear, dresses, and winterwear. Since 2021, Skims has opened various pop-up stores in the United States, Europe, and Asia. In June 2021, Kardashian revealed the brand entered into a partnership with the US Olympics team under which the company would provide undergarments, loungewear, pajamas, and other clothing items with American flags and the Olympics rings with a Team USA branding printed on them to the team’s female athletes at the 2020 Summer Olympics and Paralympics.
The athletes also wore Skims’ clothing at the 2022 Winter Olympics and were featured in the brand’s campaign for a capsule collection launched ahead of the event, in collaboration with the United States Winter Olympics delegation. In November 2021, luxury fashion house Fendi released a capsule collection in collaboration with Skims, consisting of a range of shapewear, leather dresses, and bodysuits. That month, Kardashian was honored with the Brand Innovator award, for her work on Skims, at the 2021 WSJ. Innovator Awards. In January 2022, it was reported that her company stood at a valuation of US$3.2 billion.
Kardashian hosted Saturday Night Live in October 2021 and in her monologue, she made fun of her estranged-husband Kanye West, her mother’s ex-husband Caitlyn Jenner, her sisters, O. J. Simpson and others. In January 2022, in a class-action lawsuit filed against the cryptocurrency company EthereumMax that alleged the company is a pump-and-dump scheme, Kardashian was named as a defendant along with former professional boxer Floyd Mayweather Jr., former NBA player Paul Pierce, and other celebrities for promoting the EthereumMax token on their social media accounts.