Kim Kardashian’s Skims Sells Out New Faux Pubic Hair Underwear: ‘The Ultimate Bush’
Kim Kardashian’s shapewear brand, Skims, has done it again — sparking equal parts laughter, disbelief, and marketing genius. The company’s latest release, “The Ultimate Bush,” a $32 micro thong featuring faux pubic hair, sold out within minutes after debuting in a cheeky, retro game show–style campaign that left the internet buzzing.
Pushing Boundaries — Again
Known for redefining modern shapewear and viral marketing, Skims unveiled its newest innovation in an Instagram video parodying a vintage TV game show. Instead of trivia, contestants faced a risqué question: “Does the carpet match the drapes?”
The blurred reveal of faux-fur thongs in 12 colors and textures — designed to let customers “match their carpet” — sent social media into a frenzy. The concept walks the fine line between provocative humor and bold brand strategy, once again proving that Kardashian’s team knows how to dominate conversation and conversions.
Internet Reacts With Shock and Praise
Social media platforms lit up with reactions ranging from disbelief to admiration.
On Instagram, one user wrote, “I just googled the date to make sure it’s not April 1st,” while another joked, “I’m calling 911.”
On X (formerly Twitter), fans debated whether the launch was a masterclass in viral marketing or a publicity stunt gone wild.
One marketing analyst praised the campaign’s precision timing, calling it “a textbook example of e-commerce virality — make it weird, make it shareable, make it sell.”
Sold Out in Minutes
Despite — or perhaps because of — its shock value, “The Ultimate Bush” sold out almost instantly. Shoppers eager to grab a pair are now being directed to a waitlist on the Skims website.
Kardashian herself joined the fun, posting on her Instagram Story, “How funny are these merkins?” (referring to the historical term for faux pubic wigs). She called the product “insane,” but clearly, it worked — the campaign once again positioned Skims as both a fashion disruptor and a cultural provocateur.
Skims’ History of Pushing the Envelope
This isn’t the brand’s first eyebrow-raising launch. Skims previously went viral for its “nipple bras” and pierced-nipple designs, each time blending body positivity, humor, and shock marketing to generate massive engagement.
While not everyone embraces Kardashian’s boundary-pushing style, there’s no denying the formula:
👉 Be bold. Go viral. Sell out.
With “The Ultimate Bush,” Skims once again proves that when it comes to branding, controversy converts.