Kim Kardashian launched “The Ultimate Bush” line on October 14, 2025, featuring underwear with attached faux pubic hair, marking SKIMS’ most provocative and conversation-starting release yet.
The reality star and SKIMS founder embraced the full-bush movement with underwear featuring merkin-style attachments. The collection includes various panty styles adorned with realistic faux hair, positioning the brand at the intersection of body positivity and provocative fashion.
Kim Kardashian promoted the line with tongue-in-cheek marketing declaring she’s “gone full rogue” and “serving up a whole new way to let the garden grow.” The Ultimate Bush launch challenges beauty standards while adding humor to intimate apparel, continuing SKIMS’ tradition of boundary-pushing lingerie innovations.
The faux hair collection arrives as body hair acceptance gains mainstream momentum, with celebrities and influencers increasingly rejecting hair-removal pressures. SKIMS positions “The Ultimate Bush” as both a statement piece and functional intimate wear, offering customers the option to embrace or experiment with the full-bush aesthetic without permanent commitment.
