SKIMS’s Bold Power Move: Diarrha N’diaye Joins To Lead 2 Key Departments

Skims has made one of its boldest power moves yet by appointing Diarrha N’Diaye to lead its beauty ambitions, signaling a major evolution of the brand I have been watching with fascination. When I first read the announcement I felt the same rush I get when a beloved designer launches something unexpected—this time Skims is stepping way beyond loungewear and shapewear into a full-scale beauty and fragrance territory. Diarrha N’Diaye is stepping in as Executive Vice President, Beauty & Fragrance at Skims, tasked with product development, innovation and brand strategy.

What impressed me most is how this move reunites two narratives: Skims’ identity as modern, inclusive fashion, and N’Diaye’s own story of building an inclusive beauty brand (Ami Colé) and then pivoting into this new role. N’Diaye’s experience at Glossier, L’Oréal Paris and her own venture give her a rich foundation. When I thought of Skims handing over this kind of responsibility, I realized it’s not just a hire—it’s a strategic statement.

Skims has long been known for pushing boundaries with basics, bodywear, and inclusive sizing. The brand founded by Kim Kardashian (and co-led by Jens Grede) has grown rapidly and is now valued near the billion-dollar mark, and expanding into beauty feels inevitable yet daring. I remember when I first saw Skims’ face wrap product—a blend of garment and beauty accessory—it felt like a hint of what they might do next. And here we are with the appointment of N’Diaye, which feels like the starting gun for something major.

From my perspective what this move says is: Skims is serious about merging fashion, body-identity and beauty under one roof. And having N’Diaye lead two key departments (beauty & fragrance, and likely product development and strategy) means the brand isn’t going passive. She will oversee the creation of inclusive products, leaning into Skims’ core ethos of representation and comfort. In her own words she said her job is to “create this second-skin experience for the customer and bridge the gap from clothing to makeup, hair, and fragrance.” That line stood out to me—because Skims has always been about skin and shape; now it’s about skin, beauty and identity at large.

What makes this even more interesting is that N’Diaye arrives just after Skims consolidated its beauty ventures—such as formerly SKKN by Kim—into its portfolio and signalled that the next wave of beauty would sit within the Skims umbrella. So the appointment is timely—Skims is aligning its brand architecture, and N’Diaye is stepping in to lead two major functional areas: product development/innovation and brand strategy (for beauty & fragrance). It’s a power move that addresses both creative and operational leadership.

For me what this move evokes is the idea of synergy. Skims already understands body inclusivity, skin tones, comfort, minimal aesthetics. N’Diaye brings beauty credibility and a commitment to under-represented skin tones, inclusive formulas, community rooted ethos. That blend feels like it can create something authentic—not just another celebrity beauty label, but a brand that carries both fashion DNA and beauty legitimacy.

When I visualise the kind of products that might come out of this leadership pairing I see: tailored beauty formulas (think makeup that works with Skims’ nude palette ethos), fragrance inspired by bodywear silhouettes, accessories that link wardrobe and beauty in one seamless moment. Because N’Diaye’s remit involves both beauty and fragrance—and Skims is already strong in fashion—this opens up interdisciplinary design possibilities.

On a personal note I feel encouraged by seeing a brand like Skims pick leadership that reflects diversity and inclusion in more than words. N’Diaye is Senegalese-American, grew up in her mother’s salon, understands the salon floor, understands product development for melanin-rich skin and broader markets. It feels like the right person at the right time, rather than a token hire. And for the brand, it signals seriousness.

There are of course challenges ahead. The beauty market is saturated, costs are high, consumer expectations for performance, formula transparency, sustainability are elevated. Skims will need to deliver—not only design appeal but efficacy, representation, value. And N’Diaye will likely have to coordinate across fashion, beauty, marketing, supply chain. But given Skims’ scale and ambition, the resources and platform are there.

I remember reading that Skims’ revenue in 2023 was estimated around $750 million and projections for 2025 targeted around the billion-dollar mark. If they move into beauty with the same momentum, it could become a multi-category powerhouse. And the appointment of a capable leader to two key departments is the kind of structural groundwork that matters—lots of brands launch beauty, but fewer build it sustainably from within.

In the bigger context I feel this marks a shift in how fashion-driven brands expand. Instead of fashion brand adds a quick lipstick drop, this is fashion brand redefines itself as beauty + fragrance + body + identity. Skims taking that step with N’Diaye at the helm means they are not simply riding trend—they are shaping category.

When I think about how we will remember this move in five years I imagine headlines like “Skims Beauty launched under N’Diaye’s leadership and reshaped inclusive beauty”. This feels like the beginning of that story. Because Skims giving this role to N’Diaye shows they want to lead from authenticity, not just celebrity. And for me, that is powerful.

When I summarize my take: Skims has made a bold move by appointing Diarrha N’Diaye to lead two key departments—beauty & fragrance product development and brand strategy. The combination of fashion DNA, inclusive beauty leadership and structural commitment makes this move stand out.

And if they deliver on what this signals, we will all look back and say this was the moment Skims evolved into something bigger than clothing; it became the next generation of lifestyle and beauty. I’m watching closely. And I’ll say it again: this is the moment for Skims.