Kylie Jenner shares the secrets of how Kylie Cosmetics became a hit: From an idea at 16 to funding the company with her OWN savings, relying on Instagram and crying when the first line sold out: ‘I did it my way!’
Kylie Cosmetics is a $1billion business these days. But when Kylie Jenner hatched the idea at age 16, it was not a sure bet that her beauty line would be a hit.
In a new YouTube video released on Friday, the 23-year-old siren shared just how she came up with her plan, pitched it to her mom during a proper ‘meeting,’ was told to used her own savings from Keeping Up With The Kardashians, worked with a CCO on the Lip Kit and told her mom she would do direct marketing herself for her ‘generation.’
The result: tears when her first batch of kits sold out in minutes.
The secret of her success: Kylie Cosmetics is a $1billion business these days. But when Kylie Jenner hatched the idea at age 16, it was not a sure bet that her beauty line would be a hit
Before her lips got big: At 16 she told her mother she wanted to start a Lip Kit; seen here in J November 2013 in Hollywood
The ‘origin story’ clip was made just as the star is relaunching her lip kits with vegan ingredients.
The siren, 23, wore an oversized beige jacket with her long black hair down for the chat held at her Hidden Hills, California office.
Her daughter Stormi was running around and did a dance then took pink candies out of a bowl before mom said, ‘Get out of here’ with a laugh and smile. Kylie said her girl was ‘so mischievous’ and seemed to admire the little one.
Then she began to walk her fans through how Kylie Cosmetics came to be.
The big talk: In a new YouTube video released on Friday, the 23-year-old siren shared just how she came up with her plan
All me: The star pitched the idea to her mom during a proper ‘meeting,’ worked with a CCO on the Lip Kit and told her mom she would do direct marketing herself for her ‘generation’
New stuff: The Lip Kits are being reworked to have vegan ingredients and a new look; here is an image of her new products
‘I was 17 when I launched Kylie Cosmetics,’ she began. ‘It feels weird that this is my life now, looking back at it though, makeup has just been a part of my DNA.’
Kendall was riding horses while she practiced her makeup at home.
‘When I was younger I had an insecurity with my lips,’ she said. She became obsessed with makeup and how to make her lips bigger. She also said that is when she started ‘overlining’ her lips.
‘I have temporary lip fillers and it was an insecurity of mine and it’s what I wanted to do,’ she said.
Meant to be: ‘I was 17 when I launched Kylie Cosmetics,’ she began. ‘It feels weird that this is my life now, looking back at it though, makeup has just been a part of my DNA’
Picked on: ‘When I was younger I had an insecurity with my lips,’ she said. She became obsessed with makeup and how to make her lips bigger. She also said that is when she started ‘overlining’ her lips
Mom Kris jumps in as she wears a white suit with diamond jewelry.
She said the insecurity over her lips at 10 when Keeping Up With The Kardashians started was hard on her youngest daughter and she was ‘bullied for it.
‘Being on the internet, people will pinpoint every single thing about you and make you realized things you would never realize in a million years,’ said Kylie.
She then said: ‘Makeup has always been a great way of self-expression for me. I just knew in my soul that this was what I was supposed to do.’
She was picked apart at 10: ‘Being on the internet, people will pinpoint every single thing about you and make you realized things you would never realize in a million years,’ said Kylie
The new stuff is coming out soon: Her retooled makeup goes on sale July 15
Kris: ‘She found something that made her feel beautiful.’
Kylie added that makeup gave her a ‘boost of confidence.’
When fans started asking about her makeup, she realized a cosmetics line might be in her future.
Kylie then said her mom Kris helped her launch the firm because she was only a teen. And the momager said to use her own savings to make the business work; Kylie had savings from being on Keeping Up With The Kardashians. Kris said using her own money would be her ‘motivation.’
Her mini me was there: Her daughter Stormi was running around and did a dance
Cutie: She wore a T-shirt when she sat on her mom’s lap at the start of the interview
Sweet tooth: She then took pink candies out of a bowl before mom said, ‘Get out of here’ with a laugh and smile
Tee hee: Kylie said her girl was ‘so mischievous’ and seemed to admire the little one
Kylie added she never found a lip liner and lipstick that matched and wanted to sell them together in one box to make it easier for consumers.
She met with Megan Mildrew, her now CCO, who said her idea for a Lip Kit was ‘genius.’ And she was impressed Kylie found a hole in the market.
Kris then said pick three colors she likes because it will either be a hit or she will have to keep them in her garage.
Then Kris said Kylie did not want to do a marketing campaign like Kim Kardashian had done for her first perfumes, but rather wanted to go to social media. She said she wanted to do it ‘her way,’ catering to her ‘generation.’
Proud mama: Kris: ‘She found something that made her feel beautiful’
This made Kris ‘nervous’ because she was used to more traditional marketing and Kylie said she knew what she was doing – she wanted to communicate with her fans directly.
‘I planned a launch event to sell all these lip kids I got,’ she said. ‘At the time I thought it was sooo many lip kits.’ It was 15,000 units in total.
Kylie is seen tearing up at the news her kits were a smash success and Kris hugs her.
A new fashion statement: She had on a very large blazer wit a side belt and pockets
When she went on the website to check on sales it would not load and she thought the site had crashed, but all 15K kits had actually sold out in minutes.
The success of the kits ‘shocked’ Kylie.
Then she talked the name change: the company launched as Lip Kit By Kylie and she altered it to Kylie Cosmetics.
Her CCO said she had never seen anything like this before. ‘We were on to something,’ added Kris.
Her new vegan reworked Kylie Cosmetics Lip Kits go on sale July 15, 2021.
New face: Jenner in a new photo with pink-framed glasses for her reworked Lip Kit line
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