Kris Jenner has spoken about the launch of her daughter Kylie's cosmetics empire, which has made the 20-year-old reality star the highest earner in the Kardashian-Jenner family. Forbes estimates Kylie's net worth at $900 million (£680 million), nearly three times that of her sister Kim.
Kylie Cosmetics, launched in November 2015 with a set of lip kits, has generated $630 million (£470 million) in sales in just a few years. The brand's success is largely attributed to Kylie's massive social media following, with 110 million Instagram followers, and a savvy marketing strategy that relies on limited releases and exclusivity.
Kris Jenner, who serves as Kylie's manager, saw an opportunity after the internet speculated about Kylie's lip enhancements. The initial lip kit launch sold out in under a minute, crashing the website. Since then, the brand has expanded to include glosses, highlighters, and eyeshadows.
The beauty industry has seen a shift towards influencer-driven marketing, with traditional brands collaborating with social media personalities. Experts note that young consumers are drawn to authenticity and personality, which Kylie Jenner embodies.
