Skims Offers Refunds Following Backlash Over $148 Advent Calendar

The fashion brand Skims, co-founded by Kim Kardashian, is providing refunds to customers following widespread criticism of its $148 advent calendar. The product, which promised a series of daily surprises, faced significant online mockery regarding the quality of its contents, which included items such as hair clips and keychains.

Reactions to Kim Kardashian's brand

Social media users took to platforms like TikTok to voice their dissatisfaction, with some individuals comparing the accessories to items found under furniture or inside a bedside table. Several users even posted videos of themselves cleaning out their sofas, jokingly claiming they had inadvertently assembled their own version of the Skims calendar. The brand, which reached a $5bn valuation in 2025 following a new funding round, has acknowledged that the product failed to meet expectations for some buyers.

Skims is offering full refunds after customers criticized the low quality of its $148 advent calendar.

A spokesperson for the company confirmed that they have reached out to every customer who purchased the calendar, offering them the choice of a full refund or store credit for future purchases. This incident highlights the growing scrutiny brands face regarding product value, particularly within the popular trend of social media unboxing videos.

Kate Vlietstra, a senior director at market research analyst Mintel, noted that such backlash is becoming more common as consumers demand value that matches the price point of luxury seasonal items. Similarly, Helen Wing, head of innovation at Ipsos, explained that while the popularity of advent calendars persists, the buzz has tempered. She emphasized that consumers are increasingly looking for transparency, pointing to competitors like Liberty that explicitly state the total value of their calendar contents to reassure buyers before purchase.

Why it matters

The situation underscores the risks brands face when the perceived value of premium holiday products does not align with consumer expectations. By proactively offering refunds, Skims is attempting to mitigate potential reputational damage caused by the viral negative feedback.

For consumers, this event serves as a reminder of the importance of researching product contents before making high-priced seasonal purchases. It also highlights how social media feedback can rapidly influence corporate customer service policies in the modern retail landscape.