How Kylie Jenner Built A Beauty Empire
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00:00 When Kylie Jenner debuted on Keeping Up With The Kardashians as a gangly 9-year-old, no
00:05 one could have guessed that the kid sister of Paris Hilton's former assistant would
00:09 go on to build a beauty empire.
00:13 Years later, Jenner is now the mother of two adorable babies, second most followed female
00:18 star on Instagram and the founder of Kylie Cosmetics which is worth more than a billion.
00:25 But how did she do that?
00:27 Welcome to The Rich Rabbit and today we will be talking about Kylie Cosmetics.
00:33 Makeup lines are to celebrities like controversies are to TikTok stars.
00:38 So what sets Kylie Cosmetics apart?
00:42 In the past, celeb beauty brands have existed with varying degrees of success.
00:46 Fenty Beauty by Rihanna and Rare Beauty by Selena Gomez have thrived in the industry
00:51 while Bella Thorne's cosmetic line inevitably flopped.
00:55 When the very first Kylie Lip Kit, the reality star turned businesswoman stood out from the
01:00 pack by making her professional brand a natural extension of her personal brand.
01:09 She used her own image to promote her products, modelling them for Kylie Cosmetics campaigns
01:14 and drawing her audience in with engaging Instagram lives.
01:19 Whether through the entrepreneurial prowess of Jenner herself or the work of a killer
01:23 marketing team, Kylie Cosmetics made the youngest Jenner more personable.
01:28 Now, let's go back in time and start from the beginning, shall we?
01:34 In 2014, Kylie Jenner and her mother Kris Jenner founded the company and partnered with
01:39 Seed Beauty, a retail and product development company co-founded by siblings John and Laura
01:44 Nelson.
01:46 The company's first product, Kylie Lip Kits, a liquid lipstick and lip liner debuted on
01:51 November 30, 2015.
01:55 The first 15,000 lip kits were produced by Seed Beauty and funded by Jenner herself at
02:01 a cost of $250,000 from her modelling earnings.
02:08 The company was renamed to Kylie Cosmetics in February 2016 and production was increased
02:14 to 500,000 kits.
02:16 By the end of 2016, the company's total revenue was over $300 million.
02:23 Jenner has described her decision to use her former insecurity about her lip size as inspiration
02:29 for her brand, saying, "It's one of the most authentic things I've done in my career."
02:35 Kudos to you Jenner for turning your insecurity into a brand that inspires millions to embrace
02:40 their unique beauty.
02:44 In April 2017, Jenner announced her collaboration with her half-sister Kim Kardashian, called
02:50 KKW x Kylie.
02:53 Kylie Cosmetics partnered with Kim Kardashian soon after the KKW release.
03:01 In May 2017, it was announced Koko x Kylie would be returning for a part two of the half-sisters
03:07 collaboration.
03:11 In a month-long pop-up event in November 2017, seven Topshop stores across the US sold Kylie
03:17 Cosmetics products.
03:20 In November 2018, Kylie Cosmetics began selling their products at Ulta.
03:26 Many attribute the brand's success to Jenner's cosmetically altered lips.
03:31 In April 2018, Jenner announced her Kylie Cosmetics collaboration with her oldest half-sister
03:37 Kourtney Kardashian, called Kourt x Kylie.
03:42 On May 9, 2018, Kylie and Kris Jenner announced their collaboration called The Kris Collection
03:48 via Kylie's personal Instagram.
03:53 The mini lip set in the Kris Collection, which includes eight mini liquid lipsticks, is aptly
03:58 named Momager, a title in which Kris Jenner has personally taken on and attempted to trademark
04:05 in recent years.
04:09 In addition to the Momager lip kit, the Kris Collection includes lip glosses and a four
04:14 pan-pressed powder highlight blush palette, which has created a lot of controversy online
04:20 with both good and bad reviews.
04:23 The collection was released just in time for Mother's Day.
04:29 In 2019, Kylie announced her collaboration with Oliver Ruesting, the creative director
04:34 for Balmain in the Kylie x Balmain collection.
04:38 It was launched on September 27 of that year.
04:41 In 2020, Kylie Cosmetics released a collaboration with The Cringe for Christmas.
04:48 In October 2021, Kylie Cosmetics released The Nightmare on Elm Street collaboration
04:53 for Halloween.
04:57 In February 2018, Jenner released Kylie Cosmetics' first non-collaborative collection, Weather.
05:04 Jenner explained the collection is an art to her daughter Stormi, who inspired the collection
05:09 and was born earlier that month.
05:12 Kylie is known for making appearances at pop-up shops, which are located inside Top Shops.
05:19 While Jenner often serves as the face of Kylie Cosmetics, the pair of lips that advertise
05:24 the lip kits themselves belongs to beauty and lifestyle blogger, Ashley Rosales.
05:31 Before entering the beauty community, Ashley Rosales served in the United States Army as
05:36 a mechanic.
05:38 Now the Kardashians and drama seem to go hand in hand.
05:42 Despite their best efforts to keep things calm and under control, they always seem to
05:47 find themselves at the center of controversy.
05:52 So let's explore one such controversy that kept us all glued.
05:57 On April 8, 2020, Forbes again named Jenner as the world's youngest self-made billionaire,
06:03 citing her net worth having increased to $1.2 billion.
06:08 However, in May, Forbes released a statement accusing Jenner of forging tax documents so
06:14 she would appear as a billionaire.
06:17 The publication also accused her of fabricating revenue figures for Kylie Cosmetics.
06:23 The Forbes article concluded that Kylie Cosmetics was significantly smaller and less profitable
06:29 than previously reported.
06:31 Although Jenner herself is no longer the primary shareholder of Kylie Cosmetics, she sold her
06:36 51% stake to a major beauty brand, Cardi, for a cool $600 million in 2019.
06:43 She continues to serve as the face of the brand.
06:47 The sales cemented Jenner as the youngest self-made billionaire in 2019.
06:54 While the title "self-made" is dubious and the validity of Jenner's billionaire status
06:58 was hotly debated, there's no denying the feat of Jenner once surpassing even Kim Kardashian
07:03 in wealth.
07:04 As Jenner matures, so does her brand.
07:09 She constantly keeps up with current beauty demands, launching Kylie Skin when a skincare-based
07:14 approach became popular and capitalizing on the blush craze.
07:22 A relaunch of her iconic lip kits with a vegan and cruelty-free formula appealed to a wider
07:27 consumer audience.
07:30 And that's a wrap on our deep dive into the world of Kylie Cosmetics.
07:35 From the iconic lip kits that started it all to the expanded range of products and partnerships
07:40 with some of the biggest names in the industry, it's clear that Kylie Jenner has built a beauty
07:45 empire that's here to stay.
07:48 Whether you're a die-hard fan or just curious to try out the latest trends, there's something
07:53 for everyone in the glamorous world of Kylie Cosmetics.
07:56 So go ahead, treat yourself to a little bit of luxury and unleash your inner beauty boss.
08:03 And on that cool note, it's time for us to call it a day.
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