Kim Kardashian has rolled out a new range of shapewear and underwear designed for “ultimate butts” via SKIMS and a source exclusively tells Life & Style she’s going to extreme lengths to maintain the brand image by taking special care of her most prized asset.
“It’s been an open secret for years that Kim and her sisters wear padded underwear when they really want their rear ends to pop,” the insider reveals. “Kim has always been all about showing off her butt.”
Expectedly, Kim’s butt-beautification routine is both extensive and expensive. “She exfoliates it every day and uses a special AHA serum on it twice a week to keep it baby smooth,” the source details.
“She also has a machine that’s anti-cellulite that she uses morning and night for 15 minutes, as well as a red-light therapy light she lays under face down for 5 minutes, twice a day, to keep the skin tight and encourage collagen production.”
The source notes that beyond the high-tech topical work, Kim, 44, isn’t afraid of a few surgical procedures, though she won’t admit it. “There’s also all the stuff she does at the plastic surgeon. She denies getting filler or implants but not every believes that. She loves getting EMsculpt treatments on her butt, to keep it perky.”
The reality star played a huge part in the cultural shift toward butt-ocracy, but she’s also expecting a return for her effort. A lot has changed since 2014 when she attempted to “break the internet” with a butt-centric photo series, however, and Kim has done her best to adjust to changing tastes with her newest line, aiming for a more athletic and less surgically-enhanced appearance. Dr. Kristy Hamilton, a Texas-based plastic surgeon who has not treated Kim, told Yahoo Life there’s a constant evolution concerning the most sought-after procedures. “We call it Kardashian 2.0,” the doctor explains. “Basically, [it’s] the newer version of [the sisters’ butts] where they’re more toned up and athletic, because they all kind of slimmed down.”
Kim has been quick to capitalize on the shifting trend. Declaring herself the “Fairy Butt Mother” in a new commercial for SKIMS announcing the line, she pitches the idea of instantly-achievable curves via shapewear rather than surgery, designed to squeeze and let out various parts of the body to hide and highlight different assets.
“With SKIMS’ new shapewear, you can get a butt, boobs and amazing curves immediately,” The Kardashians star tells a young woman during the ad. She then waves a magic wand and grants her just that — a “push-up butt enhancing padded mid-thigh bodysuit” from her line that promises “a one-stop shop to achieve the bootylicious curves of your dreams,” according to a press release.
The mom of four has built a great deal of her empire around promoting products via her own looks and, “aside from her face, her butt gets the most attention of anything else on her body,” which means a lot of attention being paid to her derrière. But more than just being the spokesperson for butt-enhancing products, Kim’s obsession with her butt goes a bit deeper than a business opportunity. “She spends a lot of time looking at it and critiquing it, both in clothes and in the nude,” the source says.
