Kosmetic Moughal, social media queen, a mom, an entrepreneur, an Angel Ambassador… Call her what you may there’s no denying that Kylie Jenner makes her money and flaunts it well.
This article is the third part of DKODING’s exclusive series Angel Ambassadors where we talk about people who are just not investors but becomes the face for the brand too.
Kylie Jenner, 22, was on the Forbes 2019 list as ‘Youngest self-made billionaire.’ As of 2020, Kylie Jenner’s net worth is $ 1 Billion. Attributed to Kylie’s business model comprising of a cosmetic company, brand endorsements and social media influence. Kylie is the Angel Ambassador for most exclusive brands around the world.
She was born to TV personality Kris Jenner and former Olympic winner Bruce Jenner (now Caitlyn Jenner.) Her older sibling is supermodel Kendall Jenner and three half-sisters Kourtney, Kim, Khloe Kardashian and half brother Rob.
She is the youngest prodigy of the Kardashian-Jenner clan – the unofficial Hollywood Royalty.
Kylie is a Gen Z dream with her lifestyle and business sense. She is known to be indulgent, she spoils her daughter Stormi with a $ 12,500 Fendi stroller and matching outfit or her mother Kris Jenner with a Ferrari 488 worth $250,000. Kylie also likes to collect the world’s most expensive Hermes handbags and has a fleet of most expensive cars.
It is debatable that Kylie Jenner is ‘self-made’ or not she certainly is rich.
Keeping Up With Brand Kardashian
In 2007, Kylie made her first appearance on E! Online famous reality TV show, Keeping Up with the Kardashians. Since then she had various spin-offs on the TV. She practically grew up on camera with her sister Kendall. Eventually what also fuelled her social media following.
At a young age, Kylie Jenner was very famous.
The Kardashians might be beauty legends in their own right but Kylie proved to be the business brain among them like their mother Kris. As they say in Hollywood, “Devil works hard, Kris Jenner works harder.” Much of the financial success of the Kardashian-Jenner clan comes thanks to their mom cum manager Kris.
As soon as Kylie and Kendall entered their teens Kris secured a multitude of brand endorsements including PacSun, Steve Madden, Topshop, and Sugar Factory. Today, Kylie endorse brands like Adidas, Puma, along with her Magazine Covers and event deals.
Social Media Wizard
Active on social media from a young age, living a well-publicized life is what Jenner has seen. Her heartbreaks, struggle with internet hate, self doubts everything has been bared in front of her followers to consume. Before the birth of daughter Stormi, 2, with then-boyfriend rapper Travis Scott, Jenner took an internet detox. The netizens went into a frenzy for nine straight months.
Kylie rules the social media with her active presence on all platforms Instagram, Snapchat, Twitter et all. As of the time of writing this article, Jenner has following on picture sharing platform Instagram 165 million, 31.5 million on micro-blogging site twitter. Kylie basically ruined Snapchat back in 2018 when her one tweet—to her 25 million followers—costed the social media giant 1.3 billion dollar stock crisis.
To quantify this presence, according to social media scheduler Hopper HQ, her each Instagram post is worth $ 1 Million. Her face value associated with any brand works like wonder hence, she proves to be an Angel Ambassador.
Today Jenner uses her social media prowess to endorse various luxury brands and her own collaborations. Her fashion influence can only be matched to British Royalty Kate Middleton and Meghan Markle. Any outfit these women don is sold out in the blink of an eye.
In a nutshell, Kylie Jenner invented the fashion and beauty industries favourite ‘social media influence’ game!
Kylie, The Kosmetic Moughal
In 2015, on one episode of KUWTK, Kylie Jenner came clean about her use of lip fillers as an insecure teenager. That evidently gave rise to bizarre ‘Kylie Jenner Lip Challenge’ on social media. Lots of teens undertook the challenge of suctioning one’s lips into a small glass to induce blood flow to swell the lips.
The same year she announced launch of her lip kits titled, Kylie Lip Kits. It started with three simple shades, Candy K, a light pink; Dolce K, a darker nude; and TrueBrown K. The initial response broke the internet as the product touched the shelves and disappeared almost instantly. The company was renamed, Kylie Cosmetics that year.
Vanity Fair in 2016 wrote, “Kylie’s lips quickly became something akin to the Gen Z equivalent of Tina Turner’s legs or Jennifer Lopez’s backside.”
Now, Kylie Cosmetics sells lip kits in dozens of colours, finishes, lip glosses, standalone lipsticks, eyeliner, blushes, bronzers, highlighters, eyeshadow palettes, concealers, and makeup brushes. After launching a distribution deal with beauty retailer Ulta in November 2018 Jenner sold an estimated $55 million of products in six weeks.
The beauty of the venture is in its minimal overheads. The manufacturing and packaging of the products are outsourced to Seed Beauty, sales are managed by online merchant Shopify. Momager Kris Jenner takes care of the PR and finance for a standard 10 per cent fee while the staff includes 7 full time and 5 part-time employees.
In May 2019, Kylie Jenner launched her Kylie Skin line that features skincare products like face washes, scrubs, moisturizers and makeup removing wipes.
Jenner told Forbes, “It’s the power of social media. I had such a strong reach before I was able to start anything.”
In just four years Angel Ambassador Kylie Jenner was able to grow her net worth to $ 1 billion with her multiple revenue business models. Along with building a family, overcoming her insecurities and dominating the internet.
A gen Z dream indeed!