Kim Kardashian Debuts SKIMS Bush Underwear

Kim Kardashian just launched her most jaw-dropping SKIMS product yet.

On Tuesday, Oct. 14, the 44-year-old mogul introduced the Faux Hair Micro String Thong, which features “a mix of curly and straight faux hair in twelve different shade variations,” per the SKIMS website.

The brand announced the drop on Instagram with a campaign video parodying 1970s game shows. “Just Dropped: The Ultimate Bush,” the caption reads. “With our daring new Faux Hair Panty, your carpet can be whatever color you want it to be.”

SKIMS touts the product, which retails for $32, as its “most daring panty yet” — and fans have a mixed reaction.

Many are straight-up confused. “Who asked for this???” one wrote. “Is everything ok?” asked another.

A third joked, “I’m calling 911.”

Others called out Kardashian for her marketing prowess.

One commenter shared, “Smart way to bring people to your website, have them laughing, then them ending up buying actual cute stuff they don’t even need. Genius e-commerce team 👏”

Another wrote, “I love the creative storytelling.”

A third said, “This is just so camp yall don’t get ittt.”

The hairy thong is the latest of SKIMS’ buzzy launches. In July, the brand released the Seamless Sculpt Face Wrap, “a must-have addition to your nightly routine,” per a press release. 

SKIMS’ first-ever face product, the wrap offers strong support along one’s jaw and neck and includes velcro closures for easy wear. It is made of the brand’s signature sculpting fabric and also contains collagen yarns.

In a 2023 TIME magazine cover story, Kardashian said that the shapewear brand was born out of a “very vulnerable” place.

“It’s just a part of me,” she told the outlet. “I take it really personally. It started off of my body and my shapes, and it’s very vulnerable.”

The Kardashians star created SKIMS with the help of Jens Grede, the husband of Emma Grede, who co-founded Good American with Khloé Kardashian. The brand launched at the start of the pandemic and offers a range of skin tones and sizes from XXS to 4X. Kardashian is the company’s biggest shareholder and its creative director. 

“It started off with simply finding shapewear that was a skin tone that would match my color,” Kardashian told TIME. “I used to take my shapewear and dye it with tea bags and coffee in the bathtub.” 

The reality star also told the magazine that her “imposter syndrome” keeps her motivated.

“I still have, like, impostor syndrome or whatever,” Kardashian said. “But I think that’s part of what keeps me going.”