Kris Jenner’s bio on Instagram, by no coincidence, tells whoever lands on her page to shop KKWbeauty, Kylie Skin and Kylie Cosmetics, and to tune into Keeping Up With The Kardashians (KUWTK).
As a self-proclaimed Momager, Kris runs the Kardashian conglomerate, which has grown exponentially since the first season of KUWTK. The Kardashian/Jenner clan takes the concept of multiple streams of income to a whole other level.
The famous family is estimated to be worth more than R23 billion, with their prominent beauty businesses coming out of the clan and generating the bulk of the income this year.
Following the initial global success of their reality show, the individual family members have followed up the success of their family name with multiple entrepreneurial ventures - with the past year having seen a bang in beauty ventures from the Kardashian/Jenners, on par with global trends.
The beauty industry has for long been one of the most profitable industries but the past few years has seen concentrated growth, especially among celebrities, and the Kardashian/Jenner’s have been no different. A study by Edited shows that the beauty industry in 2019 has amounted to $532 billion (north of R7 trillion).
The sisters from the famed family have been particularly hard at work when it comes to launching new beauty related business to add to their empire, using their coveted influence to channel income directly. With more than 640 million followers combined on Instagram and boasting six-figure payments for single posts on Instagram, according to Kris, the family has a large footprint on digital marketing on social media that they have now been using to sell their beauty brands.
In 2019 alone, the sisters have developed more than 15 beauty, fashion and lifestyle brands. If ‘multiple streams of income’ was a family, it would be the Kardashian/Jenners. These are the entrepreneurial endeavours launched since January 2019.
Kim Kardashian West
At the top of the list of the entrepreneurial chain is Kim Kardashian West. Not only has she launched new brands but she has also launched multiple new product lines from her other existing brands.
READ MORE: Is Kim Kardashian glorifying anorexia?
In her ever-expanding beauty line, KKW Beauty, Kim has added collaborations with her sister Kylie, model Winnie Harlow and another with her makeup artist Mario.
Kim x Winnie
The Kim x Winnie collection features three shades of nude lip gloss, an eye shadow pallet and a highlighter duo.
Kim followed this collab with a new product line under KKW Beauty that features body shimmer products and body foundation, which was inspired by her struggle with psoriasis.
Kim x Mario: The Artist & Muse
Yet another makeup collection launched by Kim this year is one with her makeup artist called Kim x Mario: The Artist & Muse. This collection features as lip kit, an eye shadow pallet and a blush.
KKW x Kylie
Kim and Kylie have collaborated on a few products already so it makes sense that this year the sisters did another beauty collab together but this time with fragrance. The pair launched three lip-shaped fragrances under the KKW fragrance line.
The most ‘kontroversial’ product launch from Kim was the SKIMS clothing line that was previously called Kimono, which was alleged to be a name chosen as part of a scandal marketing strategy.
SKIMS launched with a skintone-coloured shapewear range including body tape, waist trainers, briefs and bras. This was soon followed by sleepwear range already seen on friends of the Kardashians, Chrissy Teigen, and Kim’s sisters, Kourtney and Khloe Kardashian.
Kim, Kourtney and Khloe
The founding sisters of the Kardashian brand did their own collab of fragrances, under the KKW Fragrance line as well. The collection called Diamonds by Kourtney, Kim and Khloé named after the sisters – sold in a bundle package and three singles.
Kourtney, who was the subject of a social media frenzy about how she chooses to earn an income, announced a major launch of her beauty and lifestyle platform, Poosh. Under Poosh, Kourtney produces and curates content and also has a product collaboration in the mix.
Vital x Poosh
Arguably the most health-conscious Kardashian, Kourtney has the most on-brand collaboration with Vital proteins on a collagen powder.
The big beauty news from Kylie this year was that she sold 51% of her Kylie Cosmetics brand, which earned her billionaire status, to Coty Inc. However, this news was preceded with a less than well-received launch of a skincare brand, Kylie Skin.
The skincare line includes face masks, cleansers, toners, face and body scrubs, moisturisers and accessories.
Kylie x Balmain
Kylie also features in one of Balmain’s many celebrity collaborations. The two brands joined forces to create the Kylie x Balmain collection that includes a lip set and an eye shadow palette – and because it’s Balmain, it was accessorised with pastel coloured dresses to complement the makeup colours.
According to the Later x Fohr’s Instagram influencer marketing report, marketing will show no sign of slowing down in 2020 – meaning the Kardashians will probably still be selling us more beauty products in the year to come.