Skims refunds $148 advent calendar after customer backlash

Kim Kardashian’s Skims brand announced on Monday that it will refund every customer who bought its $148 ( £110 ) “twelve days of fun surprises” advent calendar after a wave of criticism on social media. The company said it has already contacted each purchaser to offer a full refund or store credit for other Skims products.

The backlash grew quickly after the calendar was unveiled in early December. The accessory‑filled box promised a mix of hair clips, keychains and other small items, but many TikTok users mocked the quality, comparing the contents to things found at the back of a sofa or in a cat’s collection. One video likened the items to “stuff Kim Kardashian was emptying out of her bedside table.” Critics argued that the price tag was far above the perceived value of the trinkets, especially as advent calendars traditionally offer a sense of surprise and delight.

Skims, co‑founded by Kardashian in 2019, has become a billion‑dollar business, valued at $5 billion in 2025 after a fresh funding round. Market analysts say the episode highlights a broader trend in unboxing culture, where consumers expect clear value for high‑priced seasonal products. Kate Vlietstra, senior director of food and drink at Mintel, noted that “if people feel they’re not getting the value they hoped for, a backlash is inevitable.” Ipsos research supports this, showing that shoppers are willing to pay more for advent calendars only when the contents are transparently valuable, as seen with Liberty’s £285 calendar that claims over £1,000 worth of items.

The refund offer aims to calm dissatisfied customers and protect Skims’ reputation ahead of the holiday season. Analysts suggest the incident could prompt luxury and lifestyle brands to be more explicit about product value in future limited‑edition launches. For now, Skims hopes the swift response will restore confidence and keep the brand’s momentum as it expands its shapewear and clothing lines worldwide.