Dynamic Marketing Communiqué

From TV to social media, this “Marvel’s” success is a tale of change and growth. Uncover her story here! [Monday: Marketing Marvels]

January 8, 2024

Miles Everson’s The Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more.

A Note from Miles Everson:


We hope you had a great weekend.

Let’s embark on a journey into the captivating realm of exceptional figures in marketing and business. As we set out on this day’s adventure, we’ll delve into the remarkable stories, invaluable insights, and lasting influence of extraordinary individuals.

For this article, we’ll shine a light on an individual whose success story in the beauty industry serves as a guide for countless budding entrepreneurs across the globe.

Keep reading below to uncover the secrets of this icon.

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels

Makeup, a fascinating blend of artistry and self-expression, has transcended its traditional role as a cosmetic product and become a thriving industry in its own right.

In fact, the demand for makeup has experienced remarkable growth over the years, evolving into a multi-billion-dollar industry that reflects shifting societal norms, trends, and individual aspirations.

Today, let’s put a spotlight on one of the most successful business owners in this industry…

In 2015, a young and influential entrepreneur launched her own cosmetics brand. Prior to this, she was regarded as an influencer and famous TV personality. Now, she is one of the youngest self-made billionaires in the world due to the rapid growth of her makeup brand.

Who is this beauty entrepreneur?

Kylie Jenner!

Photo from E! Online

Kylie Kristen Jenner is an American businesswoman, media personality, and socialite. She was born in Los Angeles, California on August 10, 1997, and is the youngest of the Kardashian-Jenner family.

What sets Jenner apart from many of her family members is the enigmatic nature of her remarkable accomplishments. Exposure to celebrity life and public recognition began early for her, as she made her inaugural appearance on the reality TV series, “Keeping Up with the Kardashians,” at the age of 10 in 2007.

As Jenner became more successful and influential, she decided to enter the cosmetics industry and launched her own cosmetics line called Kylie Lip Kits in 2015. The line was an immediate success, and Jenner quickly became one of the most popular beauty influencers in the world.

A year later, she renamed the line to Kylie Cosmetics. Since then, the company has expanded to include a wide range of makeup and skincare products. In 2019, Kylie Cosmetics was valued at USD 1.2 billion, making Jenner the youngest self-made billionaire in history.

Now, you might be wondering:

“What did Jenner do to grow her makeup line into the multi-billion dollar brand we know today?”

Jenner’s marketing approach involves strategic partnerships with influencers. Seeing influencers endorsing and using Kylie Cosmetics not only fosters a sense of reliability but also bolsters the confidence of potential buyers in finalizing their purchase decisions.

What else?

With an extensive following on various social media platforms such as TwitterInstagram, and Snapchat, Jenner leverages her influence to reach a wider audience.

She provides fans with insights into her personal life and entrepreneurial ventures. Additionally, she shares snapshots related to her various enterprises, which encompass cosmetics and fresh clothing collections.

Aside from establishing her social media presence, Jenner also collaborates with various companies. One of the most notable brands Kylie Cosmetics has partnered with is the fashion giant Balmain. The Kylie x Balmain collection includes a lip kit, a high gloss, and an eyeshadow palette.

Another core of Kylie Cosmetics’ success lies in the quality and innovation of its products. Jenner and her team have consistently delivered high-quality cosmetics catering to a diverse range of skin tones.

Jenner’s Recipe for Business and Marketing Success

Jenner’s journey in the beauty world and her ability to connect with fans laid the foundation for a cosmetics empire that continues to thrive today. In a competitive industry where many brands come and go, Kylie Cosmetics has managed to establish itself as a global beauty powerhouse, setting a new standard for celebrity-driven beauty brands.

So, if you’re looking to establish your own successful brand or business, check out these valuable marketing lessons you can glean from Jenner’s journey:

  1. Stay authentic and on-brand while leveraging different platforms.  

Jenner’s success stems from her ability to authentically engage with her target audience. By sharing bits and pieces of her personal life on social media, she makes herself relatable and approachable. 

Takeaway: Brands should consider the power of personal branding and transparency in interacting with their target audience. It’s helpful to invest in building a strong social media presence, understanding the nuances of different platforms, and creating content that resonates with a particular market segment. 

  1. Collaborate with the right people. 

Jenner’s success in marketing her cosmetics line is also attributed to strategic partnerships. This is because collaborations with other brands generated excitement and boosted sales for Kylie Cosmetics. 

Takeaway: Brands should try collaborating with influencers who align with their values to foster reliability and build trust among potential customers. Partnerships also help businesses tap into new markets and increase their brand awareness rates.

  1. Diversify your products.

By consistently expanding its range to cater to a wide spectrum of skin tones and beauty preferences, Kylie Cosmetics has not only enhanced its market reach but also demonstrated a commitment to inclusivity and representation. 

Takeaway: Such an approach fosters a stronger connection with customers who feel seen and valued. Furthermore, diversification highlights the importance of adaptability and staying attuned to the evolving needs and desires of a diverse consumer base, which is essential for sustained success in today’s competitive market.

There you have it—some invaluable takeaways you can draw from Jenner’s business journey!

Remember: The business and marketing industry is highly competitive, so to be noticed by your target market, you have to connect with them on a deeper level, just like Jenner. Whatever your product or service is, consider the advantages it provides for your customers and highlight those when promoting your offerings.

We hope you liked the story of today’s “Marvel!”

Stay tuned because next week, we’ll talk about another outstanding individual in the field!

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.)

About The Dynamic Marketing Communiqué’s
“Mondays: Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy.

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole.

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success.

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators.

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful.

Stay tuned for next Monday’s “Marketing Marvels!”


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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