The Kardashians Continue To Grow Their Brand By Debuting ​Tanning Line

Kardashian Sun Kissed, their five-stockkeeping-unit sunless tanning system, is an Ulta exclusive due in April. In an interview with WWD, Kim explained their thought process. “I think tanning has really been a way of life for all of us, living in California,” she said. “Especially, more recently, the need for sunless tan. When I travel, the one thing that makes me feel alive whether or not I have makeup on is a tan, especially in my face. When you travel, you can’t just go lay out. I do like regular tanning because I have psoriasis, and the tanning beds are particularly good for that. Every time I put sunless tan before, it wouldn’t be even — so we wanted a system that was really easy but yet is a full system.”

The products are reasonably priced between $12.99 and $19.99. The three step system includes the following:

1. Step one is using either Body Exfoliator or Color Maximizer
2. Step two is choosing either Instant Sunless Lotion or Instant Sunless Spray
3. The final step is applying Tan Extender with Bronzers.

The bronzer is not activated by the sun or ultraviolet rays, but will continue to make the skin darker after the sunless tanner is applied, noted Kim.

“[We] came up with something that is still good for your skin and healthy for you; everything is paraben- and sulfate-free,” Kourtney said. “We love beauty and fashion, but making sure we’re taking care of our bodies is crucial to us.”

All three of the Kardashians are experts at using their media platforms to drive sales of their products, particularly through social media. 

“Social media and our shows are such a great tool, for any business,” said Kim. “I’ve recently gone to a couple of social media conferences, and that’s all they talk about — how amazing the outreach can be, and what a great focus group you can get from social media. It allows us to be interactive. When I was creating my fragrance, I couldn’t decide on the color of the bottle, so I asked my Twitter followers, and I used the response that everyone was giving me.”

Industry sources estimated that Sun Kissed could do $10 million at retail in its first year on counter. The sisters noted that after products are seen on their shows — which, over the years, have included “Keeping Up With the Kardashians” and “Kourtney & Khloé Take Miami” — they’ve often see corresponding sales spikes. “We have our makeup line, fragrances and now tanning, and you’ll see those things when the cameras are following us around, especially to creative meetings,” said Kim. “The audience likes to see how the design all comes together from beginning to end. Also, we get our products early, so by the time it airs, the new products are in stores.”