Kylie Jenner, the youngest member of the Kardashian-Jenner family, may only be 21 years old, but she could be the most successful of all the sisters, including older half-sister Kim Kardashian West. In fact, she began as an online business selling lipstick for $29 each which has earned Jenner's makeup company Kylie Cosmetics $420 million in sales in only 18 months. It is projected to rake in $1 billion in lifetime sales by 2022. Jenner's most successful launch to date was her 2016 holiday collection release on November 21, when the company made nearly $19 million that day.
For comparison, Kardashian West's first product launch from her new makeup brand KKW Beauty earned $14.4 million in sales. But Jenner says she isn't too concerned about competition with her sister, who she initially collaborated with for Kylie Cosmetics before spinning off on her own. She reaches a different demographic than Kardashian West.
Jenner launched her beauty brand on November 30, 2015 with the $29 Kylie Lip Kit, a liquid lipstick with a matching lip pencil, which immediately sold out. Within six weeks of the first release, Jenner her mom and manager Kris Jenner decided to partner with their current manufacturer, Seed Beauty.
The official Kylie Cosmetics website is (as expected) unequivocally girly, although not particularly ground breaking or original in its design. Instead, it has been created to provide a quick, seamless shopping experience, whilst also affording customers the opportunity to browse at their leisure through simplified menu items like ‘face’, ‘eyes’ and ‘lips’.
Driving demand with limited edition stock is something Kylie is no stranger to. Seasonal launches are a hit with her fans, who have come to expect new collections at Christmas, Valentine’s day, and mid-summer, to name a few.
Releasing a new range for her August birthday each year has also become a tradition, and she had even announced an assortment of limited edition cosmetics to celebrate her daughter, Stormi, just weeks after she was born. In February 2016, Jenner released six limited edition lip kit shades inspired by Valentine’s day which sold out in just 10 minutes. This method of inducing urgency in her most loyal customers is something she has utilised ever since, with great success.
Kylie has gone on to expand the collection into a full range of color cosmetics, including eyeshadow palettes, concealers, highlighters, blushes, accessories and more, as well as becoming one of the most renowned and coveted cosmetics brands of 2018.
Kylie has worked hard to create a line of products that she feels captures the Kylie Jenner aesthetic.
She launched the King Kylie collection of nail varnish with Sinful Colors. In the eight days following the launch, Superdrug sold one bottle every eight seconds.
Jenner's inspiration for the line came from her early obsession with YouTube makeup tutorials as a teen and her desire to have fuller-looking lips, she explained on her new reality show "Life of Kylie."
This year, Jenner became the youngest celebrity on Forbes 100, a list of the 100 top-paid celebrities in the world, having earned $41 million over the past year, Forbes reports.