Kim Kardashian’s launch of her new shapewear collection a success would be a serious understatement. She literally earned millions just minutes after the site launched. More specifically they reported that Kim quote “pushed $2 million in product” within the first few minutes after the launch and almost the entire collection was sold out.

TMZ’s sources say these first day numbers are quote “unprecedented for shapewear and undergarment brands.”

And to be fair to a regular brand like Spanx, Skims had the massive advantage of being marketed and created by Kim, who has a built-in brand audience and one of the biggest influences on the internet.