Kim Kardashian’s SKIMS is offering refunds to customers after its $216 advent calendar became a viral target for mockery, as shoppers discovered it contained mostly hair ties and keychains instead of the promised lingerie and loungewear. The brand introduced the calendar this month as part of its holiday collection, marketing it as a “twelve days of fun surprises” for buyers.
Criticism exploded when influencers shared unboxing videos revealing the calendar’s contents fell far short of expectations. Beauty influencer Kayla Ryan labeled it the “worst advent calendar ever,” noting that the only items included were accessories like scrunchies and keychains—no bras, shapewear, or pajamas, which form the core of SKIMS’ product line. Reviewers also questioned the calendar’s $216 price tag, with beauty influencer Henna Ali pointing out the absence of even a single ornament. “Can confirm it has been returned,” she later posted in a follow-up comment. Across social media, dozens of similar videos appeared on Instagram and TikTok, with users speculating whether SKIMS had intentionally delivered a subpar product to drive pre-holiday attention.
Before his package arrived, beauty influencer Sean Anthony received an email from SKIMS acknowledging the issue. “We understand the product did not meet customers’ expectations, and we are truly sorry,” the brand wrote, offering full refunds or store credit. A company representative later confirmed that SKIMS would refund all disappointed buyers.
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The backlash against SKIMS’ calendar shows how consumer expectations have evolved around advent calendars, which have grown into a popular way for brands to package mid-range items as premium experiences. The trend gained momentum after UK retailer Selfridges launched its first calendar in 2010, tapping into what economists call the “lipstick effect”, where shoppers opt for small indulgences when larger purchases are out of reach. While luxury brands such as MECCA and Chanel now sell calendars priced at $1,000 or more, SKIMS’ misstep stands out as one of the most widely criticized failures in recent years.
In 2021, Chanel faced similar backlash after its £604 calendar included perfume, lipstick, stickers, and temporary tattoos. Though the French brand apologized, it defended the disclosed contents. The contrast between SKIMS’ calendar and those of high-end competitors highlights how quickly shoppers judge value when brands repurpose familiar formats. Unlike traditional calendars filled with chocolates or small toys, today’s buyers expect meaningful products, particularly at raised price points. The outcry suggests that even established brands must align pricing with perceived quality or risk losing trust before the holidays.
