Today we have an exclusive interview with Kim Kardashian. The occasion? Her new class on MasterClass, where the superstar shares what she’s calling her “ten Kimmandments” of business. Over two decades in the public eye, Kardashian has learned how to sell a product—starting with social media and licensing deals, and now with her startup Skims valued at $5 billion and on IPO watch.
I watched the class before its premiere today and then chatted with Kardashian over the phone earlier this week (ever the multi-tasker, she called in from the dentist). It’s a fun lesson in creating a brand through visibility and perseverance—relevant for anyone building a consumer business, especially on social media, today. The themes go back to much of what I explored in my 2023 profile for Kardashian in Fortune. Here are some of my favorite lessons from the class and what Kardashian had to say about them:
Don’t follow the feed, be the feed.
When people talk about the success of Skims, this is probably the element they want to understand how to emulate the most. How does Skims, led by Jens Grede and Emma Grede alongside Kardashian, create such on-point cultural moments? From campaigns that seem to operate at the speed of culture (like with the actresses from the White Lotusor former Victoria’s Secret angels) to viral product drops like its nipple bra and pubic hair thong.
