n mid-November, Kylie Jenner significant a milestone minute with a visit to a strip mall. Because that the previous three years, her Kylie Cosmetics had actually only sold its makeup online and briefly in pop up shops. However after signing an exclusive distribution resolve Ulta, the beauty, beauty retailer, Kylie Cosmetics was rolling its $29 lip kits—a matte liquid lipstick and matching lip liner—into Ulta’s 1,000-plus stores. And Jenner proved up to the Richmond way Ulta in Houston to greet customers, authorize autographs top top lip kit and, the course, pose for selfies with her fans.


Over the next six weeks, Kylie Cosmetics sold $54.5 million worth of products in Ulta, according to approximates from Oppenheimer. “I popped up in ~ a few stores, ns did my usual social media—I go what I generally do, and also it just worked,” she says.

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Fueled in part by the Ulta expansion, Kylie Cosmetics’ revenue climbed 9% critical year come an approximated $360 million. With that type of growth, and also even using a conservative multiple from the booming assembly industry, buzzpatterson.com estimates Jenner’s company is precious at the very least $900 million. She owns every one of it. Include in the cash zener has already pulled indigenous the rewarding business, and the 21-year-old is now a billionaire, with an approximated fortune of $1 billion. She the youngest-ever self-made billionaire, reaching a ten-figure fortune at a younger age than even Mark Zuckerberg (who was 23 as soon as he hit the mark).

Why Kylie zener Is certainly A ‘Self-Made’ Billionaire>


“I didn’t intend anything. I did not foresee the future,” says Jenner, that is the youngest billionaire in the world. “But feels really good. It is a quite pat ~ above the back.”


“It’s the power of society media,” zener says. “I had actually such a solid reach prior to I to be able to start anything.”

Jamel Toppin for buzzpatterson.com; Stylist: Jill Jacobs, suit: Tom Ford, top: Wolford, shoes: YSL, jewelry: Ruby Stella.

The beauty of Kylie Cosmetics, i m sorry Jenner started in 2015, is that minuscule overhead—and the outsize revenues that go straight right into Jenner’s pocket. Her empire consists of just seven full-time and also five part-time employees. Manufacturing and also packaging is outsourced to Seed Beauty, a private-label producer in adjacent Oxnard, California. Sales and fulfillment room handled by online seller Shopify. She shrewd mother, Kris, takes care of finance and PR in exchange for the 10% administration fee she siphons from every one of her kids. Marketing is done mainly through social media, whereby Jenner has a enormous following. She announces product launches, previews new items and also announces the Kylie Cosmetics shades she wearing straight to the 175 million-plus that follow her across Snapchat, Instagram, Facebook and Twitter.

“It’s the power of social media,” jenner says. “I had such a strong reach prior to I was able to begin anything.”

When Kylie Cosmetics released in Ulta in 50 states, the reaction to be a real-life variation of the virtual rush Jenner produced years earlier, once her early kits sold out virtual in less than a minute. Ulta shoppers went wild. In some stores inventory was gone in hours. “It marketed out much faster than we planned,” admits Tara Simon, Ulta’s an elderly vice president of merchandising.

Ulta and also Jenner are a cautious pairing. With Ulta’s mix of pricier reputation brands, prefer MAC Cosmetics, and cheaper selections, such together Nyx skilled Makeup, it has a bigger footprint 보다 that the its closestly competitor, the an ext expensive Sephora. Experts say Kylie Cosmetics is drawing younger customers v Ulta’s doors—teens who can not have a credit card come shop online. Plus, selling in physical stores gives Jenner a possibility to reach “people the would never buy my products online,” she says. The persons who want to “see, touch and also feel prior to they buy.”


Ulta provides accessibility to a broad swath that America—more than just kids on the coasts—with stores throughout middle America. (It additionally has 714 an ext standalone stores 보다 Sephora.) Ulta, meanwhile, gets a brand that needs no marketing push. For this reason far, the retailer hasn"t invested a dime on traditional marketing to launch the brand in stores, which is “unheard of,” Simon says: “ capacity to communicate with fine over 120 million world in a snap has a most power.”

“She did well online, however there’s just so far that that deserve to take her,” states Shannon Coyne, an equity research analyst in ~ BMO capital Markets. “She probably realized: ‘If I desire to get big, I’ve gained to scale, and also to execute that, I require a partner.’ Ultimately, she wants to thrive her brand, and she demands this store presence to execute that.”

Indeed, Kylie Cosmetics has actually seen its expansion slow swiftly lately. The went from basically zero come $307 million in sales within a year of launching however managed only single-digit expansion in 2017 and 2018, buzzpatterson.com estimates. That’s despite adding 30 new products in 2017, consisting of concealer and makeup brushes, and also many much more color combinations in 2018.


It’s not the first time Ulta’s breadth has actually helped propel a makeup entrepreneur. It Cosmetics, cofounded in 2010 through Jamie Kern Lima, entered Ulta in 2012 and promptly flourished to sales the $117 million by 2014. In august 2016, L’Oréal payment $1.2 billion in cash for it.

Would Jenner ever before follow a similar route? She steady dismisses the idea of a sale. However her mother is interested. “It’s constantly something that we’re willing to explore,” Kris told buzzpatterson.com critical year.

For now, zener is focused on expanding her product selection to incorporate a setting powder, and bringing eyeshadows, powders and bronzers to Ulta. “I view going really far,” jenner says. “I work really hard.”

Whatever wake up next, one thing is certain. Jenner will share it all on social media, lot to the joy of her tens of millions of fans.

She is, after ~ all, the an initial selfie-made billionaire.

To learn an ext how the most significant billionaire investors invest their money, click here.

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I"m an associate editor in ~ buzzpatterson.com spanning media and entertainment, through a emphasis on the movie business. Because that the magazine, I"ve composed cover stories on Kim Kardashian"s mobile universe and also China"s Hollywood ambitions, plus functions on carriers from White lock to Paddle8. Online, i tally the world"s highest-paid actors to models, writer and also rappers, keeping tabs on the glitz and glamour of the Hollywood hustle. I likewise co-edit the 30 Under 30 Music and also Hollywood lists, and the Entertainment ar of Under 30 Europe. As a previous reporter on buzzpatterson.com’ wide range team, I spanned the world"s 1,820+ billionaires, analyzing how lock made, spent and also gave away your fortunes. I very first joined buzzpatterson.com together an intern in 2012, extending startups and entrepreneurship. A graduate the Columbia University, I"ve composed for The nationwide newspaper in my hometown of Abu Dhabi and CNN.com in Hong Kong, among others. Follow me on Twitter or get in touch: nrobehmed(at)buzzpatterson.com(dot)com. You deserve to send me a secure tip at buzzpatterson.com/tips or submit sensitive records anonymously and also securely at SafeSource.buzzpatterson.com.