Skims, the shapewear and apparel company co‑founded by Kim Kardashian in 2019, has started offering full refunds or store credits to customers who purchased its $148 (£110) advent calendar, following widespread criticism on social media. The calendar, marketed as a “twelve days of fun surprises,” has been mocked for its low‑value contents, which include hair clips, keychains and other trinkets that some users compared to items found in the back of a sofa.
A spokesperson for Skims told several media outlets that for some buyers the product did not meet expectations, and that the company has “personally contacted every customer” to provide a refund or credit toward other products. The company has not yet released a formal statement beyond this offer.
The backlash gained traction on platforms such as TikTok, where users shared videos of the calendar’s contents and compared them to items their pets collect or to items “Kim Kardashian was emptying out of her bedside table.” Several accounts even showed people cleaning out their own sofas, joking that they had inadvertently created the calendar.
Industry analysts note that consumer expectations for high‑priced advent calendars have risen, especially with the popularity of unboxing videos. Kate Vlietstra, senior director of food and drink at Mintel, said the trend toward unboxing has increased the likelihood of backlash when the perceived value is not met. Helen Wing, head of innovation at Ipsos, added that while people are willing to pay more for an advent calendar, the contents must justify the price tag.
Skims, valued at $5 bn in 2025 after recent funding rounds, has faced a rare public relations challenge after a product launch. The company’s response—offering refunds or credits—may help mitigate damage to its brand, though it remains to be seen how many customers will take up the offer.
