• What are the success criteria, which could be replicated by other social media celebrities looking at launching their own cosmetic brands? Kylie Jenner, a social media influencer who rose to fame as part of a TV series

(Keeping Up with the Kardashians) first broadcast in 2007, is a prime example of the power of social media when it comes to brand building. Seven years after the TV show started, she founded her own company, Kylie Lip Kits, offering initially a single product: lipsticks. Her company later expanded to other products and was renamed Kylie Cosmetics. Within 18 months of existence, Jenner’s company had generated

$420 million in revenue – when it took some traditional cosmetics companies such as Lancôme, decades to achieve similar turnovers. Kylie Jenner’s brand success was such that she was named by Forbes, in June 2019, the youngest self- made billionaire ever, and the youngest billionaire in the world.