Inside Kim Kardashian’s MasterClass: What The Ten “Kimmandments” Reveal About Building a Modern Brand
By Shannon Kate Murray, Founder & Editor of High Flying DesignKim Kardashian needs no introduction - but her business strategy might. In the space of a decade she’s gone from tabloid fascination to boardroom force, turning her personal brand into SKIMS, one of the most talked-about shapewear companies on the planet (and a valuation north of $4bn to prove it). Her MasterClass, aptly titled The Ten Kimmandments, breaks down how she did it - fame aside - with product decisions, audience intuition and a team that knows how to move fast.
Not everyone has the time (or desire) to watch a 78-minute MasterClass - so content creator and entrepreneur Erin On Demand watched it first, sharing her key takeaways in a video breakdown. I’ve taken her insights and turned them into this written deep-dive — building on each point with extra context and real-world application for founders who prefer their lessons in text, not video.
Watch Erin On Demand’s breakdown here (or continue reading for the written takeaways):
Here’s what the Kimmandments really teach about building a contemporary brand.
1. You Are the Product - but the Product Still Has to Be Good
People connect with you first. Your story, your taste, your voice.
But attention alone won’t build a business - your product has to deliver.
SKIMS grew not just because Kim is famous, but because the products fit well, felt good, and solved everyday frustrations women already had.
Founder takeaway: Your personal brand opens the door. The quality of what you sell keeps people inside.
2. Improve Something That Already Exists
Kim didn’t invent shapewear. She just fixed what annoyed women - colours that didn’t match skin tones, seams showing under clothes, and shapewear that was impossible to get out of in a bathroom.
You don’t have to reinvent the wheel. Just improve a wheel that squeaks.
Founder takeaway: Look for problems in products you already use. If you can make them better, you might have a business.
3. Tell Your Story - or Someone Else Will
For years, the media told Kim’s story for her. Now? She leads the narrative through campaigns, messaging and brand identity.
Clear storytelling builds trust before your customer ever hits “add to cart.”
Founder takeaway: Don’t wait for people to guess what you do or who you are. Make it obvious.
4. Don’t Follow Trends - Create Them
Safe brands blend in. Bold brands get screenshotted.
The “nipple bra” and other viral SKIMS moments weren’t to please everyone - they were designed to get people talking.
Founder takeaway: Stand out. Play. Be remembered. Viral moments are built, not accidental.
5. When You Fail - Use It
Kim’s “Kimono” controversy could’ve been a brand disaster.
Instead, she turned the rebrand process into content, involved the audience, and launched SKIMS with more buzz than before.
Founder takeaway: Mistakes are not the end - they’re momentum if you handle them well.
6. Treat Your Customer Like a Co-Founder
People told SKIMS they needed bathroom-friendly shapewear - so they added it. People asked for more shades - so they expanded them.
Feedback wasn’t ignored; it directed the entire product line.
Founder takeaway: Don’t guess. Ask. Your customers will literally tell you what to create next.
7. Culture Is the Trend - Not the Product
SKIMS arrived during a shift: comfort > glamour, nude tones > neon logos, everyday practicality > red-carpet fantasy.
Kim built what women actually wanted now, not five years ago.
Founder takeaway: Watch TikTok, Instagram, and conversations. Culture reveals the opportunity.
8. Price With Confidence
SKIMS isn’t cheap - but it’s not inaccessible either. It sits in the sweet spot: feels premium, still wearable everyday.
People don’t buy underpriced greatness - they assume something’s off.
Founder takeaway: Set prices that reflect value, not fear. Confidence is part of the product.
9. You Don’t Need to Do Everything Alone
Kim is not running SKIMS solo. Her business partner (CEO & Co-Founder), Jens Grede handles operations and scale. Kim leads creativity and vision.
That’s why the machine moves fast.
Founder takeaway: Know your zone of genius. Hire or partner for what isn’t yours.
10. Trust Your Decisions
Kim admitted she used to doubt herself. Now she moves quicker - makes decisions faster - and keeps momentum.
Slow decision-making kills growth more than bad decisions do.
Founder takeaway: Trust your gut earlier. Clarity compounds.
Kim Kardashian’s success is extreme in scale, yes, but the underlying principles are surprisingly universal. They are tools any founder can adapt - especially women building something of their own in public, often while balancing ten other things at once.
You don’t need a global audience to apply the Kimmandments. You just need to show up with clarity, improve what already exists, listen to your customers, and trust your decisions sooner. Visibility is only the beginning - execution is the engine.
