Kim Kardashian's Skims $148 Advent Calendar Sparks Viral Backlash

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Kim Kardashian's SKIMS Faces Viral Backlash Over $148 Advent Calendar Contents

Kim Kardashian’s fashion brand, SKIMS, has sparked a viral backlash after customers received its highly anticipated $148 Advent calendar, with many claiming the contents were significantly undervalued for the price. The controversy erupted on TikTok, where content creators unboxing the holiday set expressed shock and frustration, with some comparing the items to goods available at discount stores like Dollar Tree. ^[2]

The calendar, described on the SKIMS website as a holiday gift box “featuring twelve days of fun surprises” and “everyday favorites,” was listed as sold out upon release, prompting eager buyers to join a waitlist for future batches. Inside the exclusive box were items including four keychains, various hair bands, bobby pins, and a branded SKIMS squishy toy. While the items were exclusive to the set, many customers argued that the total value did not justify the $148 investment, leading to widespread criticism online. ^[2]

In response to the growing outrage, SKIMS announced it would offer refunds or store credit to dissatisfied customers. The incident highlights a broader retail trend where luxury and mainstream brands are transforming traditional Advent calendars into premium-priced gift sets that capitalize on the social media “unboxing” culture. Retail expert Trae Bodge, co-founder of the Thread Needle Alley Foundation, noted that while such sets can create engaging consumer experiences, they risk backfiring if perceived as poor value. ^[2]

Bodge compared the situation to similar past controversies, such as the backlash against Sephora’s trinket-filled calendar two years ago and luxury designer Christian Louboutin’s foray into the market. He warned that brands must carefully consider the longevity and shareability of their products in the age of social media, advising consumers to think critically before purchasing high-priced novelty sets that may not hold up well under public scrutiny. ^[2]

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Kim Kardashian's Skims Advent Calendar Sparks Viral 'Rip-Off' Backlash After $148 Unboxings

The viral backlash against Kim Kardashian’s Skims Advent calendar has intensified, with critics labeling the $148 (approximately €130) release a blatant 'rip-off' after unboxing videos revealed contents widely deemed insufficient for the price. Over the weekend, a TikTok video documenting the unboxing of the brand's 'accessories Advent calendar' amassed millions of views, drawing thousands of comments that highlighted the disparity between cost and value. Starting with a teddy-bear keychain on day one, the reveal quickly descended into disappointment for many shoppers, who reported receiving items such as basic hair ties, silk hair bands, branded hair pins, a foam squishy toy, and even a simple bra strap. The haul, described by one viewer as resembling items found 'between your couch cushions or at the bottom of your bag,' drew sharp comparisons to discount retailers like Temu and Shein, with one user noting, 'I wouldn’t pay $15 for that.' ^[3]

The controversy has escalated into a broader critique of how luxury and mainstream brands monetize the holiday season through premium-priced novelty sets. As the calendar—which has since been removed from the Skims website—was listed as an 'accessories' set, experts and consumers alike have questioned the strategy of selling low-cost essentials at high markups. Beauty influencer Glamzilla attempted to defend the product, arguing that the calendar should be viewed more as an 'experience' for dedicated Skims fans rather than a high-value gift bundle. However, this defense rang hollow for many who noted that the specific lineup conspicuously lacked the brand’s signature claw clips, headbands, and socks, opting instead for cheaper accessories like hair pins and keychains. The backlash mirrors previous controversies, such as the reception of Sephora’s trinket-filled calendar two years ago, suggesting a growing consumer skepticism toward brands leveraging the 'unboxing' culture to drive sales of low-cost items. ^[3]

In response to the growing outcry, Skims issued a statement confirming it is 'aware of the feedback' and emphasizing that the company has 'listened carefully' to customer concerns. The brand clarified that anyone unhappy with their purchase is eligible for a full refund, allowing them to potentially reinvest that money into another Advent calendar if they choose. The incident underscores a delicate balance in modern retail: while such limited-edition releases can create engaging consumer experiences, they risk severe reputational damage if perceived as poor value. Retail expert Trae Bodge, co-founder of the Thread Needle Alley Foundation, warned that brands must carefully consider the longevity and shareability of their products in the age of social media. With content creators openly criticizing the lack of substance in the set, Bodge advised consumers to think critically before purchasing high-priced novelty items that may not withstand public scrutiny. ^[3]

The Skims Advent calendar was marketed on the brand’s website as a holiday gift box 'featuring twelve days of fun surprises' and 'everyday favorites.' Despite being listed as sold out immediately upon release, which drove eager buyers to join a waitlist for future batches, the actual contents failed to meet the inflated expectations. The calendar, now removed from the site, contained twelve items including four keychains, various hair bands, bobby pins, and a branded squishy toy. While these items were exclusive to the set, the consensus among customers and viral reviewers is that the total value did not justify the $148 investment. This trend of transforming traditional Advent calendars into premium-priced gift sets is increasingly common among luxury and lifestyle brands, capitalizing on the social media 'unboxing' phenomenon to drive engagement and sales, even at the risk of alienating their core customer base. ^[3]

According to a statement obtained by Page Six, Skims reaffirmed its position on the refund policy, stating that the company is 'aware of the feedback some customers have shared' and has 'listened carefully.' This acknowledgment comes as the controversy continues to spread across social media platforms, with hashtags and threads dedicated to the 'rip-off' nature of the product. The situation highlights the volatile nature of celebrity-endorsed retail, where brand loyalty can be quickly overturned by perceived greed or poor product curation. As Skims navigates this backlash, the incident serves as a case study in how digital-first brands must manage consumer expectations in an era where instant, viral feedback can make or break a product launch within hours. ^[3]

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Skims Issues Refunds After Viral Backlash Over $148 Advent Calendar

Kim Kardashian’s underwear and shapewear brand, Skims, has issued refunds to customers following a viral backlash over its $148 advent calendar, which many shoppers deemed a poor value proposition for its contents. ^[4]

The controversy began when influencer @wetsloppyswollen posted an unboxing video on TikTok that garnered over 8.1 million likes. In the video, the creator sequentially revealed the calendar's contents, which included a teddy bear keychain, a stress-relieving squishy toy, and a set of silk hair ties. Disappointment became palpable as the unboxing continued. At one point, the influencer pulled out a pair of nude-colored bra straps, questioning their inclusion in a premium holiday set with the caption, “What is this?” By the time she opened a simple keychain bearing the Skims logo and a fluffy compact mirror, the creator expressed her growing frustration. “I’m getting close to getting really pissed off,” she said in the video, highlighting the cumulative letdown of the reveal. The influencer’s reaction resonated with viewers, with one comment capturing the sentiment: “Kimberly, you’re genuinely about to piss me off. This is way too expensive.” Other viewers compared the haul to items typically found at discount retailers like Dollar Tree, Temu, or Shein. ^[4]

In response to the escalating outrage, Skims moved quickly to address the situation. The brand stated that the calendar “didn’t meet expectations,” prompting the decision to offer compensation to affected buyers. A Skims representative confirmed to Entertainment Weekly that the company was “aware of the feedback some customers have shared about the SKIMS Advent Calendar, and we’ve listened carefully.” The brand clarified that they have personally contacted every customer who purchased the calendar. These customers were offered a choice between a full refund or SKIMS store credit to be used toward other products. Skims emphasized its commitment to customer satisfaction, stating, “We want every customer to be truly happy with what they receive from SKIMS... all feedback matters to us and will directly shape how we approach future releases.” ^[4]

Originally marketed on the Skims website as a holiday gift box “featuring twelve days of fun surprises” and “everyday favorites,” the advent calendar was billed as a festive countdown containing hair accessories, keychains, and more. Despite the backlash, the item remained listed as sold out on the official site. Social media reactions were sharp, with one user mocking the contents by saying they resembled “everything that falls between my car seats.” Another viewer labeled the release “straight up disrespectful,” arguing that $150 was excessive for approximately $20 worth of goods. Criticism also extended to the brand’s strategic choices, with one commenter asking, “How does an underwear brand give you no underwear?” Others dubbed the calendar the “Fyre Festival of advent calendars,” referencing the notoriously failed 2017 music festival. ^[4]

The backlash was not limited to TikTok. YouTuber Kiki Chanel, in a video recapping the controversy, urged Kim Kardashian to release an apology video. “It’s not even cute... That’s the worst part. It’s actually awful,” Chanel said, adding that the spending had “ruined my day.” Chanel further critiqued the brand's handling of the situation, questioning future loyalty: “Like, yeah, I’m going to go rep your brand after you made me spend all this money and ruined my day?” Founded in 2019 by Kim Kardashian, Jens Grede, and Emma Grede, Skims has built a reputation on loungewear and shapewear, often generating buzz through provocative and innovative product releases. The brand specializes in shapewear and underwear for a younger market. This incident adds to a history of eyebrow-raising campaigns from the brand, such as the 2023 release of the “nipple bra”—a push-up top featuring fake nipples—and the previous year’s launch of “The Ultimate Bush,” a thong covered in faux pubic hair. ^[4]

While some viewers defended the calendar as an “experience” rather than a high-value gift bundle, the prevailing sentiment focused on the stark contrast between the $148 price tag and the perceived worth of the accessories included. ^[5]

Retail experts note that this trend of luxury and mainstream brands selling small items at high prices via advent calendars capitalizes on the social media “unboxing” culture. However, as seen with Skims, this strategy risks severe reputational damage if the perceived value does not align with consumer expectations. ^[5]

The initial unboxing video by @wetsloppyswollen sparked an avalanche of similar content, with other creators sharing their own disillusionment. One such video by influencer Kayla Ryan amassed over 17 million views, amplifying the global conversation around the product. Kayla Ryan, in her widely viewed video, described the items as “scraps from the warehouse” and joked that the final box should contain a gift card to recover her money. She remarked after unwrapping a set of three hair ties, “I can get these at Dollar Tree.” ^[5]

The full collection of 12 items included hair ties, bobby pins, larger hair clips, bra straps, a rubber keychain comb, a small squishy logo, and a mirror compact. While some defenders argued that advent calendars are meant to be small daily joys rather than a single large gift, the sheer volume of negative feedback suggests a mismatch in branding. One customer attempted to rationalize the purchase in the comments, stating, “The internet loves to unbox these because they get a lot of wow and shock factor... We think that an advent calendar is supposed to give you value… it’s not the main gift.” Despite this defense, the brand chose to prioritize customer retention through refunds. ^[5]

Customers received personalized emails from Skims apologizing for the shortfall. “We understand the product did not meet customers’ expectations, and we are truly sorry. We want every customer to be happy with what they receive, and we fell short this time,” the message read. The refund policy allowed customers to return the items for a full reimbursement, with shipping costs covered by the brand, or opt for store credit. At the time of the controversy, Skims was valued at approximately $7.21 billion. ^[5]

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Kim Kardashian's Skims Pulls $148 Advent Calendar Amid Backlash

Skims pulled its limited edition holiday advent calendar from its website after customers complained it wasn’t worth the price. The fashion and apparel brand co-founded by Kim Kardashian removed the $148 item from its website, according to a person familiar with the matter who wasn't authorized to speak publicly. The calendar included hair accessories, keychains and other “playful items,” an archived page from the website said. The calendar, which has since been removed from the SKIMS website, was advertised as an “accessories advent calendar” and features 12 days of gifts, per Today.com. The contents include keychains, hair ties and scrunchies, clips, bobby pins and a compact mirror. ^{[6] [7]}

In a statement shared with Today.com, a spokesperson for the brand acknowledged that “for some, the calendar didn’t meet expectations” Kim Kardashian’s SKIMS has responded to backlash over its $148 advent calendar. The product has gone viral on social media, with customers criticizing the value of the products inside. In a statement shared with Today.com, a spokesperson for the brand acknowledged that “for some, the calendar didn’t meet expectations”. The product has gone viral on social media, with customers criticizing the value of the products inside. Kim Kardashian’s shapewear brand SKIMS is responding to backlash over its $148 advent calendar. On Sunday, Nov. 8, a SKIMS spokesperson shared a statement with PEOPLE saying that the company is “aware of the feedback” on the advent calendar and that it is now offering refunds. The spokesperson also acknowledged that “for some, the calendar didn’t meet expectations.” “We have personally contacted every customer who purchased the calendar and offered them a choice of a full refund or a SKIMS credit to put towards other products,” the statement reads. “We want every customer to be truly happy with what they receive from SKIMS. Their feedback matters to us and will directly shape how we approach future releases.” PEOPLE reached out to Kardashian’s rep and has not heard back. VIPs Get More The PEOPLE stories you love, with first access and special features reserved for subscribers. Subscribe Now The PEOPLE stories you love, with first access and special features reserved for subscribers. The product has gone viral on social media, with customers criticizing the value of the products inside. “Skims really got people paying $150 for stuff you’d throw in the junk drawer,” one Threads user shared alongside a photo of hair ties and various other accessories. “I love s----y advent calendar season.” Never miss a story — sign up for PEOPLE’s free daily newsletter to stay up-to-date on the best of what PEOPLE has to offer, from celebrity news to compelling human interest stories. Another Threads user shared, “I just watched a girl on TikTok unwrap the SKIMS advent calendar and I’m actually offended 😭 $148 for THAT?! I know Kim didn’t put some hair ties, clips and keychains in a box, slap SKIMS on it and expect people to act like this is luxury. That box isn’t worth $20. Be serious. 😂” Related Stories Kim Kardashian and Jennifer Lawrence Hit the Street in Matching PJs on Girls Night Out Kim Kardashian Launches SKIMS Thong Underwear with Faux Pubic Hair and Fans Are Freaking Out Kim Kardashian and Jennifer Lawrence Hit the Street in Matching PJs on Girls Night Out Kim Kardashian Launches SKIMS Thong Underwear with Faux Pubic Hair and Fans Are Freaking Out Kim Kardashian and Jennifer Lawrence Hit the Street in Matching PJs on Girls Night Out Kim Kardashian Launches SKIMS Thong Underwear with Faux Pubic Hair and Fans Are Freaking Out TikTok user @KaylaRyan shared a video unboxing the advent calendar, expressing shock and disappointment as she opened each day. “This is THE worst advent calendar I’ve ever seen. WTF KIM 🥲,” she wrote in the caption. ^{[6] [7]}

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Kim Kardashian's Skims Pulls $148 Advent Calendar After Customer Backlash

Skims has officially removed its $148 holiday advent calendar from its website following intense backlash from customers who criticized the product for offering poor value. The brand, co-founded by Kim Kardashian, issued an apology and offered full refunds or store credit to all purchasers, stating that the product failed to meet expectations. This move comes as the company attempts to broaden its portfolio beyond its core shapewear business, planning a beauty line launch for 2027. The holiday gift box, marketed as featuring twelve days of surprises and everyday favorites, was priced at $148 USD. Upon removal from the digital storefront, the archived pages confirmed the inclusion of hair accessories, keychains, and other playful items, which shoppers described as inexpensive and disproportionate to the cost. The controversy represents a significant setback for Skims as it seeks to diversify its revenue streams. The brand is currently expanding into beauty and securing partnerships with major retailers, including Nike, The North Face, and Fendi. The positive reception of previous novelty items has not translated to this latest release, highlighting the challenges of scaling the brand's appeal. The item was removed from the Skims website shortly after the backlash went viral. According to sources familiar with the situation who spoke to media outlets, the decision to pull the product was a direct response to the volume of customer complaints regarding the value proposition. Skims is a fashion and apparel brand established by American reality television star Kim Kardashian, alongside Jens Grede and Emma Grede. The company has grown rapidly since its inception, building a multi-billion dollar valuation on the success of its inclusive shapewear and lingerie lines. An archived version of the product page described the set as including hair accessories, keychains, and other “playful items.” The discrepancy between the luxurious branding and the functional, low-cost nature of the contents fueled the rapid spread of criticism across social media platforms. Shoppers expressed their frustration extensively on social media platforms such as Reddit and TikTok. Many users pointed out that the items contained within the calendar—such as hair clips and simple keychains—could be purchased at dollar stores for a fraction of the $148 price tag, leading to accusations of the brand exploiting its celebrity status. In a statement addressed to shoppers, Skims acknowledged the disappointment, writing, “We understand the product did not meet customer’s expectations and we are truly sorry.” The company outlined a clear remediation plan: customers who wished to return the calendar could do so for a full refund, while those who chose to keep the items were offered store credit. A Skims spokesperson confirmed to Bloomberg that the company takes customer feedback seriously. The brand emphasized that the insights gained from this incident will directly influence their strategy and product development for future holiday releases, aiming to realign expectations with delivered value. Skims specializes primarily in shapewear and has become a household name in the intimate apparel market. The brand's ability to maintain its reputation is crucial as it navigates the risks associated with launching diverse product categories and higher-priced novelty items. Strategic expansion is a key focus for Skims in the coming years. The company has publicly pledged to introduce a beauty line in 2027. Additionally, it is engaged in high-profile collaborations with athletic apparel giant Nike, outdoor label The North Face, and luxury fashion house Fendi. The advent calendar controversy poses a potential obstacle to maintaining the strong brand equity required for these ventures. Financial assessments place Skims' valuation at approximately $5 billion as of 2025, according to Bloomberg. This valuation reflects the brand's immense commercial success but also subjects its decisions to heightened scrutiny from investors and consumers alike. ^[8]

Update

SKIMS Faces Backlash Over $148 Advent Calendar Contents

Kim Kardashian’s brand SKIMS is facing intense backlash after releasing a $148 (approximately €130) limited-edition holiday advent calendar that many customers found to be a poor value for the price. Instead of high-end beauty or fashion items, shoppers revealed inexpensive accessories such as hairpins, elastic bands, and keychains behind the calendar's doors. ^[9]

Following a wave of angry reactions on social media, SKIMS issued a public statement acknowledging that the product failed to meet customer expectations. The company confirmed that it is actively addressing the controversy by offering full refunds or store credit to all buyers who wish to return the controversial items. ^[9]

The retail giant moved quickly to mitigate reputational damage, clarifying that customer satisfaction remains a priority despite the misstep in the luxury novelty sector. This incident highlights the risks brands face when pricing novelty items highly in an era where instant public scrutiny can determine a product's success or failure. ^[9]

In a formal statement shared with TODAY.com, a SKIMS spokesperson explained, “We have personally contacted every customer who purchased the calendar and offered them a choice of a full refund or a SKIMS credit to put towards other products.” The company admitted awareness of the widespread feedback, stating, “We are aware that the advent calendar didn’t meet expectations.” ^[9]

The brand emphasized that the negative feedback will directly influence its future strategies. “We want every customer to be truly happy with what they receive from SKIMS,” the statement read. “Their feedback is important for us and will directly determine how we develop future products.” ^[9]

The SKIMS advent calendar was marketed on the brand’s website as a limited-edition holiday box promising “twelve days of surprises” and “everyday favorites.” The promotional material suggested a curated collection of playful accessories and household staples, setting a high expectation for quality and exclusivity among fans of Kim Kardashian’s brand. ^[9]

However, the actual contents disappointed many shoppers who spent $148 expecting premium goods. Reports indicated that the items were primarily low-cost hair accessories and novelty trinkets. Several customers publicly expressed that the value of the included items did not justify the steep price tag, leading to accusations of poor value and opportunistic pricing. ^[9]

The viral nature of the complaint was amplified by a TikTok video showing a customer unboxing the calendar. In the clip, which has been viewed more than 67 million times, the influencer reacts with visible frustration as she reveals items such as bobby pins and hangings. “Kimberly, you are really starting to make me angry,” the shopper says in the video. “This is way too expensive.” ^[9]

Social media users echoed these sentiments in the comments section of the viral post. One viewer described the calendar as a “box full of jokes,” while another joked that opening it felt like “cleaning out Kim's nightstand.” Another comparison likened the contents to the miscellaneous debris one might find under car seat cushions. ^[9]

The online backlash has prompted SKIMS to issue immediate remedies. The brand’s decision to provide full refunds or store credit underscores the importance of consumer trust in the competitive retail landscape. As SKIMS plans to expand into beauty and other sectors in 2027, managing brand perception through responsive customer service is critical. ^[9]

Update

Skims Backlash Reveals Wider Flaws in Luxury Advent Calendar Market

The controversy surrounding Kim Kardashian’s Skims $148 advent calendar has evolved into a broader critique of the luxury advent calendar industry itself. While the initial viral backlash focused on the poor value proposition of Skims' specific contents—hair ties, keychains, and bra straps—the incident has ignited a wider debate about the practice of selling premium-priced novelty sets during the holiday season. ^[10]

Industry experts, including Teddy Le Maout of L’Actualité Beauté de la Semaine, argue that the advent calendar model is often financially dubious for consumers. Le Maout notes that brands frequently advertise calendars with a theoretical market value that far exceeds the retail price, creating an illusion of a bargain. However, he warns that consumers rarely find products they actually want to purchase, often receiving items with incorrect makeup shades or unwanted fragrances. The model relies heavily on nostalgia and the emotional desire for daily surprises rather than tangible product value. ^[10]

The Skims controversy is not an isolated incident. In 2021, Chanel faced similar backlash for a €700 advent calendar that contained low-cost items like stickers, pins, and sample-sized products, with Fashion Network estimating the actual value at just over €300. This pattern suggests a recurring tension between luxury brands leveraging their status to charge premium prices for low-cost novelties and a consumer base increasingly skeptical of such marketing tactics in the age of social media scrutiny. ^[10]

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SKIMS Cancels $148 Advent Calendar After ‘Cheap Toys’ Controversy

Public reaction was swift, with an unboxing video of the calendar going viral on TikTok, accumulating nearly 65 million views. Amid widespread dissatisfaction, SKIMS representatives issued a public statement announcing that customers who purchased the product could receive refunds. Valued at $148, the Advent Calendar disappointed consumers with its contents—hair accessories, keychains, and small trinkets—which were considered insufficient in value for the amount paid. ^[11]

Promoted by SKIMS as a limited edition featuring 12 days of surprises, including playful accessories and useful items, the calendar offered an experience radically different from buyers’ expectations. The revealed contents included keychains, hair ties, clips, claw clips, small ornaments, and a pocket mirror. Although some practical utility existed, purchasers felt the actual value did not in any way justify the $148 price tag. ^[11]

A customer who posted a TikTok video unboxing each surprise expressed her disappointment while showing the items: “Kimberly, you’re really starting to annoy me. This is way too expensive!” The viral recording garnered an immense number of views, and the comment section filled with sarcastic messages. Some users suggested the products seemed accumulated from someone’s junk drawer, while others joked that the most valuable item in the calendar was the packaging. Reactions were immediate; an unboxing video reached nearly 65 million views on TikTok. Dissatisfaction forced SKIMS to make a public intervention and announce refunds. ^{[11] [12]}

Sarcastic comments from fans went viral, one perfectly summarizing the dissatisfaction: “The most expensive item is the box.” Complaints did not stop at TikTok. On other social media platforms, users heavily criticized the price-to-content ratio, comparing the accessories to items found randomly around the house or even under car seats. ^[11]

“Things you find in a vacuum cleaner,” one user commented, while another noted that the accessories resembled things accumulated by his cat around the house. “Practically everything that falls between my car seats,” described another netizen regarding the calendar’s content. Some reactions were much harsher. One commenter sarcastically declared, “I would contest the charge at my bank for fraud,” while another asked, “Why do they all look like 3D-printed items?” ^[11]

The remark, “I think the most expensive item is the box,” resonated best with shoppers’ anger. Forced to respond, representatives of the brand founded by Kim Kardashian announced that dissatisfied individuals could get their money back. ^[11]

After criticism proliferated, SKIMS stated it was aware of customers’ reactions and decided to offer a solution to those who believed the product did not meet expectations. In a statement released to TODAY.com on November 8, SKIMS representatives officially acknowledged that the experience had not been satisfactory for all buyers. ^[11]

“We are aware of the feedback we’ve received regarding our accessory Advent calendar and recognize that, for some customers, it did not meet expectations,” SKIMS representatives stated. The brand clarified that it had personally contacted every individual who purchased the product, offering them the choice between a full refund or a SKIMS credit to use toward future purchases. ^[11]

“We want every customer to be truly satisfied with the products they receive from SKIMS. Their feedback matters and will directly influence how we approach future launches,” the statement further emphasized. Although initially launched as a limited-edition item, the calendar no longer appears for sale on the brand’s official website and has been moved to the waitlist. ^[11]