Skims Enters the Merkin Market with Faux Hair Thongs

Kim Kardashian’s shapewear brand Skims has officially expanded into a new—and boldly unconventional—territory: faux pubic hair lingerie. The product, cheekily named “The Ultimate Bush,” has already sparked uproar, memes, and a sold-out status online.

A Bold Pivot from Nipple Bras to Hair Thongs

Skims has never been shy about pushing boundaries. A few years ago, the brand launched faux nipple bras and pierced-nipple options that attracted both praise and eyebrow raises. The new line turns things up even more. The company released micro thongs featuring artificial “hair” textures and multiple shade options, turning an intimate zone into a fashion statement.

To reveal the collection, Skims dropped a retro-game-show–style promo video. Contestants were asked deeply personal trivia—“Does the carpet match the drapes?”—before unveiling a blurred teaser of the faux hair thongs. The bold concept certainly got attention.

Public Reactions: Shock, Humor, and Confusion

Reaction online ranged from utter disbelief to sharp wit. Some commenters joked, “Is this April Fool’s Day?” Others wondered if they should “shampoo it” or “toss it in the wash.” One user even quipped, “I’m calling 911.”
Yet despite mixed responses, Skims reported that all 12 color/texture variants had sold out rapidly. The official product page reads:

“With our daring new Faux Hair Panty, your carpet can be whatever color you want it to be.”

Kardashian herself leaned into the absurdity. On her Instagram Story, she laughed and asked fans, “How funny are these merkins?” She called the product “insane” and seemed to embrace the viral controversy.

What’s Going On Behind the Shock Value

This launch is more than a gimmick—it signals several trends and strategies:

• Attention economy: In a saturated market for lingerie and shapewear, being talked about is part of the game. A bold move ensures media coverage.
• Body positivity and customization: By offering various shades and textures, Skims taps into a growing trend: letting consumers choose features that reflect them—even in intimate zones.
• Humor as branding: Kardashian and Skims have mastered blending fashion with playful self-deprecation. This move leans fully into that.
• Risk tolerance: Many brands avoid polarizing products. Skims seems confident it can absorb critique and turn backlash into buzz.

Of course, not everyone is on board. Critics argue the product trivializes conversations around body hair, grooming norms, and what’s considered “natural.” Others question its practicality or comfort. But for Skims, controversy might just fuel demand.

You might also want to read: Kim Kardashian Net Worth: How Much Is She Really Worth?