Earlier this year, Jenner was named the world’s youngest self-made billionaire by Forbes.
The reality TV star — who has 21-month-old daughter Stormi with Travis Scott — insists she “didn’t expect” to be so successful when she launched her beauty business, which Forbes magazine values in at least $900 million, four years ago.
She said at the time: “I didn’t expect anything. I did not foresee the future. But [the recognition] feels really good. That’s a nice pat on the back.”
Most of the brand’s marketing is done through social media — where the brunette beauty announces product launches, previews new items and tells fans which shades she’s wearing each day — to her 175 million-plus fan base across Instagram, Facebook and Twitter, and she believes it’s been essential to her success.
The makeup mogul signed an exclusive distribution deal in November last year with beauty store chain Ulta to stock her $29 lip kits — a matte liquid lipstick and matching lip liner — into the company’s 1,000-plus stores across 50 states in the U.S., having previously sold only online or occasionally at pop-up shops. She launched the company in 2015.
