Kylie Jenner

Kylie Cosmetics is worth HOW much?!

The Lip Kit mogul opens up about just how successful her cosmetics line is

24 October 2017

Image may contain Kylie Jenner Clothing Evening Dress Gown Apparel Robe Fashion Human and Person

Kylie Jenner means business. In every sense, from her on-point looks to her cult Insta account (100 million followers and counting) – and then there’s her actual business, Kylie Cosmetics, of which she’s the chief executive officer, chief marketing officer and chief creative officer.

In an interview with Women’s Wear Daily, the makeup mogul and her mother, Kris Jenner, revealed that in the first 18 months, the brand had made $420million in retail sales. They predict that by 2022, it'll be worth $1billion. Yep, that’s right, a BILLION.

So Kylie launched her first make-up venture, Kylie Lip Kits, just under two years ago and the $29 lip liner and liquid lipstick sets sold out almost immediately. Now the renamed Kylie Cosmetics boasts a full line-up of eyeshadows, brushes, blushers, Kylighters and Kyliners (highlighters and eyeliners to you and me) and, of course, lip kits. And Kris Jenner – Kylie’s mama and the company’s chief financial officer – revealed that in the past 18 months, the cosmetics line has made $420million (£318, 661) in retail sales.

Let’s put that in perspective: it took Tom Ford Beauty (one of the fastest-selling beauty brands of all time) ten years to reach the $500million revenue mark; Kylie did almost that in under two. It took Bobbi Brown Beauty 25 years to become a billion-dollar business and Lancôme 80 years; Kylie Cosmetics is set to be worth $1billion in just five. "She’s just scratching the surface," says Kris Jenner. "She’s creating a business for herself that hopefully will last the rest of her life."

Image may contain Face Human Person and Kylie Jenner

Oh, and this year Kylie became the youngest person in Forbes’ list of the 100 top-paid celebrities in the world, with an income of $41million in the past year, making her the second highest-earner in the Kardashian-Jenner family after Kim Kardashian West.

So, just how does this reality star make-up guru Insta icon make her money? Well, aside from her cosmetics line (which made $10million on August 1 alone, thanks to the launch of Kylie’s birthday collection), there’s the clothing range with her model sister, Kendall + Kylie, plus her Sinful Colours King Kylie nail varnish collection – in the first eight days of launching, Superdrug sold one bottle every eight seconds.

Image may contain Cosmetics and Lipstick

Then there’s Kylie’s brand endorsements: she’s been an ambassador for skincare line Nip + Fab, a spokesperson for Puma, starred in Balmain campaigns, launched a collab with eyewear brand Quay, walked for brother-in-law Kanye West’s clothing range Yeezy and launched the Kylie app, just to name a few ventures.

Plus, it’s rumoured that each of the regular cast members of Keeping up with the Kardashians make a cool £32k per episode, and then there’s Kylie’s very own spin-off show, Life of Kylie , which had its first season this year.

Image may contain Face Human Person Kylie Jenner Photo Photography Portrait Selfie Electronics and Phone

So, what’s next for Kylie? Well, aside from those never-ending pregnancy rumours (which she’s yet to confirm or deny), the cosmetics remain a focus, with concealer and foundation coming by the end of this year. “I want to step into that world, which is challenging,” Kylie told WWD, highlighting the difficulty of reflecting the colours correctly online as customers won’t be able to test them in store first. “But I’m up for it,” she says. Oh, and she plans on creating her own stores, too: “I think it’s time people walk into a store and see Kylie Cosmetics.” So, she’s got a few plans, then. Looks like that $1billion target isn’t so far away after all.

Congratulations, Ky!

Scroll through the beauty mogul's best hair & makeup looks

@kyliejenner / Instagram
Ahead of her 24th-birthday collection, Kylie is giving us gold goals.
@kyliejenner / Instagram
Proof the neon yellow eyeshadow and red liner can look fierce together.
@kyliejenner / Instagram
An early adopter of the XXL hair trend, Kylie is giving us Rapunzel vibes.
@kyliejenner / Instagram
The makeup mogul slayed this light bronde at the end of 2020.

@kyliejenner / Instagram
Kylie's just as experimental with her manis (see this jelly design) as she is with the rest of her beauty look.
@kyliejenner / Instagram
These butt-length braids are extra.
@kyliejenner / Instagram
Kylie's been taking negative space '60s liner for a spin.
kyliecosmetics / Instagram
To launch her new lip gloss, Kylie put out this promo picture, featuring an edgy asymmetrical fringe. Our guess is its a wig (would she be brave enough to rock this day in day out, and wait for it to grow out?) but she pulls it off well. Maybe it's time to be daring.

@kyliejenner
Kylie Jenner is busting out a festive red hue for Christmas 2020 and it could be her boldest look yet.
Getty Images
Hands down, one of Kylie's best ever looks, her ensemble for the 2019 Met Gala was purple perfection.
Getty Images
For the 2019 Grammy's Kylie kept her makeup fresh-faced and rocked windswept hair.
@kyliejenner / Instagram
Pink hair, don't care! Kylie loves experimenting with a plethora of hair hues and wigs depending on her mood.

@kyliejenner / Instagram
Ever wondered what Kylie's natural hair looked like? We just found out. The star took to social media to show off her hair extension-free bob hairstyle and we can't get enough.
Kylie took to her Instagram stories to reveal her bubblegum pink hair and pulls it off with aplomb.
Getty Images
For 2018's Met Gala, Kylie pared back her beauty look and swapped out a smoky eye for some glitz sunglasses.
@kyliejenner / Instagram
Kylie served up some serious birthday fire for her 21st, stepping out in numerous incredible outfits. Completing the look was a glorious bright blonde ponytail, which apparently cost between £4,500 - £6,200. So, just the price of a really nice car. Casual. Refinery29 spoke to Violet Teriti, the extension artist responsible for Kylie's hair (and celebs like Jennifer Lopez, Margot Robbie, and Kim Kardashian West) and informed them that she used 400 grams of Slavic hair from Russia. Wowza. According to Teriti: "There's nothing better than [Slavic] hair because it's the only hair that doesn't need to be bleached and processed so many times, or even toned and glossed — it's naturally already highlighted."

Getty Images
Life's pretty great when you get to wear makeup products you created yourself. Here Kylie wears her new lip liner 'Iced Latte' and 'Khlo$' matte lip.
Getty Images
Kylie was relatively understated for the Met Gala 2017, with a short bleach blonde bob and pretty makeup.
We kind of love this look on Kylie. There's no bright hair colours or wild makeup, but it's the pared-down nature that makes it such a show-stopping moment in her look book.
Getty Images
We all let out a collective swoon when we saw Kylie's peachy pink hair. She hasn't experimented with colour for a while now, but she's officially back with a (bright) bang.

REX Features
Kylie was spotted sitting FROW-side at New York Fashion Week AW17 with glossy curls and nude makeup.
Getty Images
Kylie attended an awards event sporting a purple cut-out Balmain dress. She paired her ensemble with wavy locks, defined brows and her signature nude lip.
Getty Images
At a party for the Golden Globes 2017, Kylie and sister Kendall wore matching topknots - and looked great while doing it.
Splash News
Kylie pulled out all the stops for sister Kendall's 21st birthday celebrations with super long extensions and purple nails.

Getty Images
Kylie attended the SS17 NYFW Alexander Wang show sporting a sleek bleach blonde look.
Rex Features
Kylie wore her new platinum blonde in a tight bun last night, it really makes her copper eyeshadow pop.
Getty Images
Kylie showed off her brand new platinum locks while out and about recently. She looks exactly like her sister Kim with this look. We wonder how long it will stick around!
Getty Images
Kylie was out to support her best friend Jordyn Woods for the Boohoo x Jordyn Woods launch event in Hollywood. She sported a pared-down updo, super large lashes and a nude glossy lip.

kyliejenner/Instagram
August 2016
Kylie Jenner has gone for a whole new look for her 19th birthday celebrations. The Keeping Up With The Kardashians star took to Snapchat with wild red hair and cornrows.
Getty Images
What do you think of Kylie's new short sleek locks? She debuted her bob hairstyle on her Snapchat recently, and we love it! We wonder how long this style will last...
Rex Features
Kylie attended the PrettyLittleThing.com US Launch Party in LA, and sported her classic long dark locks, large lashes and nude lips.
Rex Features
Woah - Kylie has gone bold again! She recently debuted this glossy teal shade while out and about and on her Snapchat. We wonder if it's a dye or a wig - we guess only time will tell!

Splash News
Kylie wore dark crimson lips, along with some subtle waves for a night out.
Getty Images
Kylie kept it chic with a short sleek bob at the 2016 Met Gala. She also matched her metallic eyeshadow to her dress.
Getty Images
Kylie has been rocking so many awesome hair looks at Coachella 2016, from her peach dye to the cool long braids. Her tie-dye hair must have turned some heads, too!
Getty Images
After her stint as a blonde, Kylie is now back to her signature glossy black locks. She paired her waves with an all-white outfit.

Getty Images
Kylie and Kendall attended the Neiman Marcus celebrates the exclusive #OnlyatNM KENDALL + KYLIE Collection event. Kylie looked noticeably different having ditched her blonde locks in favour of her signature black hair.
Rex Features
Following sister Kim's lead, Kylie has now gone blonde! She debuted this look on her Instagram, then showed it off on the red carpet. We wonder if it's permanent or temporary...
Getty Images
Kylie recently hosted the grand opening Of Sugar Factory American Brasserie Orlando and wore her new navy-tinged hair in a straight style, with classic KJ makeup: matte nude lips, bold brows and big lashes.
Rex Features
We just can't keep up with Kylie's ever-changing hair at the moment. Fresh from her stint with pastel pink locks, the star appeared at NYFW with her signature black hair, which was styled into a sleek updo.

Rex Features
Kylie made an appearance at NYFW, sitting front row for the Vera Wang show. She was still rocking pastel pink locks, which she combined with her signature matte lips and oversized sunglasses.
Kylie Jenner Instagram
Candy floss pink hair is the new hue for Kylie Jenner. The Keeping Up With The Kardashians star revealed the look as she travelled in a helicopter on Valentine's Day. Romantic date with Tyga? Correct. We wonder what bae thought of his girlfriend's new look.
Rex Features
Kylie recently had her hair transformed by hair stylist Jen Atkin. The young star now has a shorter, choppy textured style which sits on her shoulders. She filmed the whole process on her Snapchat!
Getty Images
Recently it was announced that Kylie has become a brand ambassador for beauty brand Nip + Fab, and for the occasion, the star rocked her most iconic beauty look: nude lips and large dark lashes.

Rex Features
December 2015
Just days after debuting a bold green dyed 'do, Kylie went back to her dark glossy bob, which she styled with some pretty curls at a GQ event in LA.
Rex Features
November 2015
Kylie has opted for an even bolder green dye, and seriously stood out with this bold jade hue.
Getty
Kylie Jenner's AMAs beauty look was all about the nude make up, loose pony tail and gorgeous fluttery lashes. We love it.
Getty Images
November 2015
Kylie was in Sydney recently, and for her appearance she rocked a sleek, straight hairstyle, along with voluminous eyelashes and a matte nude lip.

November 2015
For the Kylie + Kendall for Topshop campaign, Kylie rocked a precise centre parting, sleek straight hair and a gorgeous golden eye.
Getty
October 2015
Kylie debuted a new short shaped bob at the Balmain event recently, and we think it really suits her!
Getty Images
October 2015
Kylie has gone back to blonde! The Keeping Up With The Kardashians star Instagrammed a photo of herself, and captioned it: "Just for the night" with the blonde hair emoji. Perhaps tomorrow, she'll be back to black.
Rex Features
September 2015
Kylie has of course dabbled in blues and turquoise hues before, but this time around she went for a full-on mermaid-esque green shade.

PA
August 2015
Some people commented that Kylie Jenner looked a bit like Shrek's Lord Farquaad at the 2015 Video Music Awards, but we think she looked ace.
Instagram / Kylie Jenner
July 2015
The ultimate beauty chameleon strikes again - this time changing up her look completely with pale blue mermaid locks. No surprises; she rocks the look like a pro.
Getty Images
July 2015
Kylie Jenner's hair is long now! This girl is a pro at changing up her look. The Keeping Up With The Kardashians star was snapped as she attended the Los Angeles premiere of The Gallows.
Getty
June 2015
Gorgeous and dark, Kylie Jenner kept her hair jet black as she attended the Kendall + Kylie Topshop launch event.

Rex Features
November 2014
At a charity Thanksgiving event for the homeless in LA, Kylie wore her super-long extensions in laid-back waves.
Rex Features
September 2014
While she'd followed the shade through to her natural locks, most of the colour came courtesy of her super-long clip-ins.
Rex Features
September 2014
We just can't keep up with Kylie's hair transformations, especially now that the reality star has her own range of hair extensions at her disposal. And for sister Kourtney Kardashian's baby shower in Beverly Hills she showed off a bold teal dip-dye.
Wenn
September 2014
Striking blue tips round off this stunning style perfectly.

AKM-GSI
September 2014
Kylie Jenner just can't stick to one style (or shade) for long. The reality star debuted this dark blue rinse as she headed out in LA in mid September. And it looks almost as good from the back...
Rex Features
August 2014
Just shy of her Sweet Sixteenth, Kylie takes a leaf out of the Kardashian beauty book (think high maintenance with a shot of major gloss) - the hair is blow-dried smooth (no hairs out of place here), the pout is expertly lined and full and the skin - Kardashian perfect.
Rex Features
August 2014
Laidback, yes, but this cool-girl beauty look, complete with full lashes and a plethora of earrings, isn't without her normal sprinkling of gloss.
Rex Features
May 2014
Keeping us on our toes yet again, Kylie mixed things up in the hair department when she rocked this mint greeny-blue shade through her black mid-length do for the Billboard Music Awards. When you're making a statement in the hair arena, it's best to keep your signature beauty look intact, which she has done perfectly here.

Getty Images
April 2014
More punky vibes from Ms Jenner in April as she hangs out at Coachella. Trust Kylie to have a black floral garland for the occasion. #alternative
PA Photos
February 2014
And now for something completely different. To welcome a new year, Kendall parts with the length and debuts this light-meets-dark mid-length 'do. It's hard to see what's going on in the make-up department thanks to the shades but given the leather jacket and multiple silver chains, we're guessing it might be something of the dark and brooding variety.
Rex Features
November
But don't be getting used to that vampy exterior. Later that month Kylie has already moved on. This look is part Lea Michele, part rock glam. It's hard not to love it.
Rex Features
November 2013
WOW! For The Hunger Games LA premiere in November, Kylie dials into the vamp theme with her deep dark pout, shiny subtle ombre locks, dramatic lashes and who could forget about the beyond flawless complexion?

Rex Features
May 2013
She might only be 15 here, but Kylie is killing it in the beauty dept. Lightened brown loose curls and a punchy pink lip is so a look we'd rock for work and definitely play.
Rex Features
March 2013
Wit woo, Kylie adds a delicious hit of colour to her lips for the Nickelodeon Kids' Choice Awards in March 2013. From the big barrel curls to the close-up ready make-up, this glamorous look is a gorgeous change of beauty scene for the reality star
Rex Features
September 2012
Breaking with Kylie hair tradition (keeping it down, people), the young Jenner piles her ridiculously plentiful ringlets into a sumptuous top knot for the Abbey Dawn by Avril Lavigne show in September 2012. She takes advantage of the extra attention her eyes will get and applies a healthy helping of smokey liner to her lower lashes. As per, she keeps everything else to a minimum.
Rex Features
February 2012
With a hot red cut-out dress being the cornerstone of Kylie's look here, everything else has to take a back seat. Or does it? Kylie lets her long, lustrous locks lead her beauty look, with her immaculate skin coming in a close second.

Rex Features
November 2011
For an award ceremony in LA, Kylie's look has gloss and picture-perfect beauty in equal measure. Behind the perfectly placed loose strands of wavy ebony hair, Kylie has lined her eyes in jet black liquid liner, added a subtle flourish of pink to her cheeks and finished things off with a baby pink glossy lipstick.
Getty Images
September 2011
But, less than one month later, Kylie has ditched the Cali beach babe beauty in favour of wt-look liner and tresses peppered with pink strands.
Rex Features
August 2011
Hitting the summer of 2011, Kylie looks like a typical Californian beauty - all sunkissed skin and beach babe hair. We love this look on her.
Rex Features
December 2010
For the holiday season, Kylie ramps up the glamour factor for a family shoot. Undone waves, pinky blusher and the signature Kardashian eye are all in evidence here.

Rex Features
November 2010
By pulling her dark hair off her face, we really get to see Kylie's flawless skin up close. She keeps her base powdered with just a hint of blush, her lips nude and concentrates on accentuating her brown eyes with the help of smokey shadow, liner and mascara.
PA Photos
September 2010
A few weeks later, Kylie adds warmth to her beauty look in the form of bronzer and a healthy dose of blusher and mascara. This is a very Kim K beauty look.
PA Photos
September 2010
Red carpet glamour infiltrates Kylie's beauty look book from September 2010. The tresses are groomed and glossy, the make-up look is flawless - a young Kardashian beauty is born.
Getty Images
May 2010
One year on and Kylie's lost the fringe, lightened her dark locks with subtle highlights and eased up on the eyeliner. It's a sweet girl-next-door look.

Getty Images
May 2009
Skipping ahead to 2009, and cool Kylie, at the tender age of just 12, is taking her beauty aesthetic over to the dark side. Long flowing black locks and oodles of smudged black eyeliner can only mean one thing: it's the goth phase. And it suits her.
Rex Features
January 2004
A year on and Kylie's striding ahead in the individualism stakes, thanks to her bold pink shiny hair bows and full-fat fringe.
Rex Features
May 2003
Back when Keeping Up With The Kardashians was just an idea in mum Kris Jenner's mind, Kylie and her sister Kendall were the cutest buttons we ever did see. Holiday braids, anyone? We've all been there.