Kardashian company co-founder advises women to become 'two-hour' mothers

Published: Tuesday, April 7, 2026 at 3:03 pm

Kardashian Company Co-Founder Advocates for "Two-Hour" Motherhood

Emma Grede, co-founder of Kim Kardashian's Skims and CEO and co-founder of Khloe Kardashian's Good American, is challenging conventional views on motherhood. In an upcoming book, "Start With Yourself: A New Vision for Work & Life," Grede advocates for a more self-focused approach to parenting, suggesting women spend a limited amount of time with their children.

Grede, a mother of four, describes herself as a "max three-hour mum," spending only three hours with her children on weekends. She prioritizes activities that "fill her cup" and avoids what she considers "overparenting," such as excessive involvement in school-related tasks. Instead, Grede encourages women to focus on creating "high-impact, core memories" through significant experiences.

Grede's perspective emphasizes the importance of women being honest about their career and family goals, even if it involves making trade-offs. She believes women are often exhausted and burdened by societal expectations.

Inez Stepman, a senior policy and legal analyst at the Independent Women's Forum, has criticized Grede's comments. Stepman argues that public policy should focus on the needs of the majority of mothers, who, according to surveys, desire to be present during their children's early years. She suggests that public policy should support women in achieving their desired level of involvement in motherhood while also providing workplace flexibility.

Grede's business ventures have achieved significant success. In 2016, she co-founded Good American, which generated over $1 million in sales on its launch day. In 2019, she co-founded Skims, which is currently valued at approximately $5 billion.

BNN's Perspective:

Grede's perspective offers a valuable counterpoint to traditional expectations of motherhood. While her approach may resonate with some, it's crucial to acknowledge the diverse needs and desires of all mothers. Public discourse should strive to support women in making choices that align with their individual circumstances and aspirations, whether that involves prioritizing career, family, or a balance of both.

Keywords: Emma Grede, motherhood, parenting, Skims, Good American, women, career, family, work-life balance, self-care, children, business, entrepreneur, Khloe Kardashian, Kim Kardashian

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