What Kim Kardashian Wants You to Learn From Her MasterClass

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Kim Kardashian is known for many things – reality TV, endorsements, social media, photoshoots, and fashion. Now, she’s adding another skill to the list: teaching. Starting December 4th, she’ll be leading a MasterClass, sharing how she transformed her initial fame into a successful business using ten key principles she calls “Kimmandments.” Before the class began, and while juggling appointments for her kids, she spoke with TIME about being assertive, knowing when a controversy will pass, and how she convinced her sisters to star in the show that launched her career.

This conversation has been edited and condensed for clarity. 

What is the appeal of doing a MasterClass for you?

I realized how much people were surprised by my hands-on involvement with my businesses when I took a marketing class at Harvard. It seems viewers of the show weren’t as interested in seeing the details of my daily work – things like meetings, choosing fabrics, and testing products for Skims or KKW Beauty. That process, especially product testing, takes a significant amount of time and effort.

I’ve always been struck by how accomplished and comfortable you are. It’s genuinely impressive. But I’ve often wondered, with all you’ve achieved, what drives you to share the details of your work with others? It just seems a bit puzzling to me, given your already obvious success.

I believe my audience is really receptive to what I have to offer. I’ve always seen myself as more than just an entertainer – I feel like a trusted source for my fans. They’re now looking for guidance, and I haven’t yet found the best way to share my knowledge and experiences with them. I’m eager to provide them with the resources and lessons I’ve gained over time.

Does your advice apply to people who are not famous?

This is for anyone looking to create a brand and needs guidance on marketing their products or services. I’m here to help in any way I can.

You’ve famously said, “Don’t follow the feed, be the feed,” encouraging people to make themselves impossible to ignore. But how does that advice apply to those who haven’t had the same level of public attention and recognition that you have?

Lately, we’ve seen a lot of new, smaller brands gain popularity, often through viral trends. TikTok, in particular, is a platform where even the most unexpected dances can quickly become huge – remember the one from around 2020? It just featured a couple of kids…

I understand, but those children aren’t publicly known, and they haven’t profited from this situation. Do you understand the distinction I’m making – how your situation is different?

I want to share advice on how to successfully promote a new idea. That means creating a great product and finding ways to stand out – to be genuine and unique, rather than relying on typical advertising. To attract an audience, you need to be noticeable and authentic. It also means understanding how online platforms work and actively participating in them. This approach takes more effort and might involve unfamiliar strategies, but it’s worth learning. A key part of building your brand is sharing your personal story and putting yourself out there.

Have you ever taken a MasterClass?

I watched my mom do hers, and it was really sweet seeing how nervous she was – especially because she’s usually so confident and capable.

Is there some skill that you’d like to learn?

I’m hoping to improve my acting skills, and I’ve always wanted to learn to play the piano. Are there any MasterClass courses taught by pianists that focus on learning a new skill like that?

I’ve always seen her as such a style icon, someone who truly defines beauty and culture. But beyond that, I’m really fascinated by her drive as a businesswoman. It seems like she’s worked so hard to build a real empire, and I’m curious how much it means to her to be recognized not just for her image, but for her entrepreneurial success too.

This is where my entrepreneurial journey began. Before I ever did a TV show, I was already busy with several small businesses – I ran an eBay store, organized closets, and even made and sold hair accessories at Fred Segal, all while working in my dad’s office. In fact, the main reason we started our TV show was to promote our Dash store, and that’s what finally convinced my sisters to join the project. Once they realized how much publicity the store would get, they were immediately on board.

Are you taking responsibility for the beginning of Keeping Up With the Kardashians?

I’m pretty sure I was the one who really pushed for us to do a reality show. I’ve wanted to do one ever since I first saw MTV’s The Real World with my best friend. I immediately told her that’s what I wanted to do, and she offered to be my manager – we were only eleven years old! We made a pact to create a tape and submit it to The Real World when we turned eighteen. Her father works in music-business management, so she thought we could get him to send it to someone at MTV. We had it all planned out. That’s why I was so excited when I signed on to Keeping Up With the Kardashians – it was produced by the same team, Bunim/Murray [with Ryan Seacrest], who created The Real World.

I’ve always loved how Kim calls her advice ‘Kimmandments’ – it’s such a clever play on words and really stuck with people. It makes me wonder if she’s just more motivated than Kourtney or Khloé when it comes to branding, because let’s be honest, their names aren’t quite as ripe for those kinds of fun puns, are they?

I used to go by Kimberly, but when we started filming the reality show, I decided it was too long of a name to say on TV. I asked if we could just call me Kim instead. It’s funny, because my old friends, family, and even my dad still call me Kimberly.

It’s often said that success requires being unavoidable. How much of your success is due to actively seeking attention, and how much has come from simply capitalizing on opportunities that arose?

It’s always felt like a mix of both. I believe you can only really try to make the most of whatever life throws your way, or whatever happens around you. I don’t think there’s any other way to look at it, honestly.

Have you ever noticed that some of your bolder choices seem to work for you specifically? For example, you discuss the merkin and nipple bra in class. Other artists attempting similar creations – like a pubic wig or a bra with nipples – might not achieve the same results…

As a lingerie company, innovation is naturally part of what we do. But we’ve seen it happen across many industries – Apple started small before launching the iPhone, and streaming services pioneered new approaches early on. There are always disruptive brands and individuals shaking things up. Take Rhode, Hailey Bieber’s beauty line – it launched with a standout product that quickly went viral. Ultimately, anyone can create something truly impactful – a must-have product, song, or show – if it feels genuine and tells a compelling story.

You faced a problem when launching your brand, originally called Kimono. After receiving objections from the Japanese government and public criticism, you had to quickly rebrand it as Skims, even though all the packaging had already been made. You also received backlash for marketing shapewear to pregnant women, but chose not to alter that aspect of the business. What guides your decisions about when to make a significant change, like with the name, and when to stay the course despite criticism?

It’s important to address concerns immediately, because you can clearly sense when something is causing a problem. For example, with the kimono-inspired design, I deeply respect the culture and didn’t want anyone to think I was being disrespectful, so we decided to make a change. Similarly, many of my friends and I used pregnancy shapewear, and we realized we needed to help people understand its benefits. The rule of thumb is to quickly correct misunderstandings and share accurate information. When dealing with potentially sensitive issues, a prompt response, taking responsibility, and making things right are crucial – even if the full solution takes time. Quick accountability is the most important step.

Sharing your failures can really set you apart. You did a great job of being honest on Instagram about how difficult it was to pass the California Bar exam.

It took me a moment to understand the outcome, and when I saw the results, I immediately felt disappointed. I was really uneasy and lacked confidence for a while. Since the results were going public on Sunday, I wanted to share what happened right away. I knew I needed to accept it and figure out my next steps. It was frustrating after putting in so much effort, but I’m good at learning from setbacks and don’t have time to feel sorry for myself. It’s okay to acknowledge the disappointment briefly, but I need to focus that energy on preparing for the future.

The eighth principle is about recognizing your value and charging accordingly. You mentioned struggling with confidence until you became independent – not relying on a partner or sibling. Could you share what that means for someone who now appears so self-assured?

As a movie lover, I’ve always been fascinated by creative control, and I realized I used to lack that myself. I was used to always having my sisters – or someone – with me, which meant if things didn’t work out, we all shared the blame. Growing up in a family of sisters, and then working in the same business, it was always a ‘buddy system.’ But I started to feel more empowered when I took on projects independently. That meant learning to handle failures and accept that sometimes you lose – and that’s okay! I actually share a story in my MasterClass about a beauty deal my sisters and I did. We got a tiny 6% royalty, which we split three ways, and then lost a huge chunk of that – 25% from each of our 2% shares – to management and agency fees. Looking back, that deal showed me we didn’t really understand our own value. Now, as I’ve grown and learned what I bring to the table, I’ve gained the confidence to say, “This is what I’m worth,” and stand firm – take it or leave it.

The saying ‘Kimmandment No. 9 – Empires are built before dawn’ highlights the importance of good time management. And, what’s the most unusual location you’ve ever had a work call?

I was trying to find a quiet moment – even hiding places like closets and under the stairs – just to get a little peace while the kids were running around. I even remember trying to take a phone call from a hiding spot so no one would discover me.

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2025-12-04 15:07