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The entrepreneurial genius of Kylie Jenner

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Betty Allen
I’m the Under 30 Editorial Community Lead at Restic Magazine. Previously, I directed marketing at a mobile app startup in New York. I’ve also worked at The New York Times and New York Observer. I attended the University of Pennsylvania where I studied English and creative writing.

Starting from her family’s fame of Keeping Up With The Kardashians, Kylie Jenner built one of the fastest growing makeup brands in the entire world.

At the age of 21, she became the youngest self-made billionaire in history.

Kylie focused on a strategy of effective product growth and expansion in order to make a stake in the independent makeup market, which is growing much more than traditional big brand makeup labels which have seen a decline in popularity.

When she was just 15, her entrepreneurial spirit had already come out, starting a clothing line with her sister Kendall. They targeted their natural demographic being teenage girls. 3 years later, she launched her makeup brand Kylie Cosmetics. Her jump into these industries came from her passion for makeup and fashion, and her growing fan base allowed her to already have a natural demographic for her products.

This large demographic allowed her to make partnerships with manufacturing and distribution companies, enabling her to produce her products.

With her Instagram following of 100 million (In 2017), her huge social media presence is something to behold, and is a perfect place to market a range of products to, which is exactly what Kylie did.

As part of her product expansion strategy, she created numerous new cosmetic products, as well as apps, snapchat tutorials and other fashion products. All of these were marketed towards her huge following, allowing for great entrepreneurial success. She also took advantage of her teenage market, with marketing campaigns such as “#Kylie Turns 20”, which focuses on relating to her fan base and using that to market more products.

With so many teens now on social media and relying on social media platforms for self-expression, it only makes sense that it is also there where they will see what cosmetic and fashion products to buy.

Kylie Jenner is a young entrepreneur who built an empire of cosmetic products and fashion from her family’s fame and success.

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