The business of Kylie Jenner

But why is she so resonant in 2024? And what does her impact mean for brands?

Kylie’s brand impact

MaryLeigh Bliss, chief content officer at Gen Z and millennial research agency YPulse, attributes Jenner’s lasting appeal to her talent for making the unattainably aspirational feel surprisingly relatable. “While Kylie may not have been the star of her family’s reality TV show [Keeping Up with the Kardashians, now The Kardashians], she made herself the star on social media, where she was — at least at the start — more approachable and relatable than the rest of her family.” Acne Studios creative director Jonny Johansson says that “despite being part of the world’s most famous family, [Kylie] has this underdog quality that’s unexpected”, speaking to her endearing candidness, even as her image and lifestyle have become increasingly refined.

The most digitally savvy of the Kardashian-Jenner clan, she’s embraced early social platforms like Vine and Snapchat, setting the blueprint for social media stardom by balancing authenticity with aspiration. In her 2015 to 2016 self-titled ‘King Kylie’ era, defined by bold hair colours and heavy, matte beauty looks, Jenner resonated deeply with her predominantly Gen Z, always-online fan base through her a relatable portrayal of teenage life, and later motherhood, even against the backdrop of celebrity.

Alongside her aspirational fashion week content and campaign shoots, Jenner leans into popular social media formats like #GRWMs, daily vlogs and cooking videos. Or comedic carpool videos with her best friend and influencer Anastasia Karanikolaou (or ‘StassieBaby’), where they try menus at The Cheesecake Factory (garnering 6.2 million views on TikTok) or drive to popular LA fast food chain In-N-Out. “Many Gen Z and millennial fans experienced life stages with her,” says Bliss, describing their strong parasocial bond. Simar Deol, foresight analyst at strategic consultancy The Future Laboratory, adds: “This performed authenticity is precisely what appeals to younger audiences, especially Gen Z.”

Later on, in a departure from her previous ultra-glam campaigns, Jenner embraced a characteristically Scandinavian, stripped-back look to front Swedish label Acne Studios’s AW23 ‘Dirty Denim’ collection. Captured by Dutch photographer Carlijn Jacobs in distressed, ‘muddied’ denim, Jenner shared a behind-the-scenes video on her Instagram, valued at $1.5 million MIV, according to Launchmetrics. The campaign was very successful. Within two weeks, her influence generated $9.4 million in MIV for Acne. Acne Studios CEO Mattias Magnusson noted that “customers still ask for the ‘Kylie bag’ (the multi-pocket style launched via the campaign),” confirming it as a top seller. “Kylie’s global appeal boosted sales across the US, Europe and key Asian markets — a rare cross-market success.” Creative director Johansson adds: “For someone so powerful, she still carries a sense of being underestimated, partnering with someone like her, who embodies both status and spirit, is truly unique.”

Building her empire: From Kylie Cosmetics to Khy

Back in 2019, Jenner sold a 51 per cent stake in Kylie Cosmetics — the makeup brand she launched in 2015, years before Gen Z celebrity brands like Rhode or Rare Beauty emerged — to beauty giant Coty for $600 million. The sale valued Kylie Cosmetics at around $1.2 billion. According to Circana data, its 2024 fragrance topped the US women’s fragrance ranking from January to March (though Coty declined to provide specific sales data).