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How Kylie Jenner Built A Makeup Empire Out Of Her Most Famous Asset

Why 19-year-old Kylie Jenner is one of the Most Creative People in Business 2017.

“I’m always thinking about what I want, and what I think people want,” says makeup mogul Kylie Jenner.

Seconds after Kylie Jenner launched her first three lines of lipstick, on November 30, 2015, all three sold out online. Less than two years later, Kylie Cosmetics is a full-service, direct-to-consumer beauty brand, with offerings that include its signature lip kits (lipstick and liner) plus eye shadows, blushes, and tools. The 19-year-old Jenner, famous for her own perfectly plump pout, continues to draw upwards of 10 million people to her Snapchat makeup tutorials and has led the brand to a reported $400 million in revenue since its launch. That’s why Jenner is No. 57 on our list of the 100 Most Creative People in Business 2017.
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Kylie Jenner for «Complex» October / November Issue
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Kylie Jenner for «Complex» October / November Issue

Kylie Jenner has decided to go topless. “I want to try something new,” she says, eight hours into her photo shoot on a balmy Monday evening in L.A. Jenner is wearing round nipple pasties, a pair of pink, latex evening gloves and matching high-waisted panties that barely cover her butt. In front of her is a full-length mirror strategically stationed so she can perfect her angles. Jenner is constantly watched by millions of people on Instagram, Snapchat, reality TV, and every other media platform you can name—and right now she can’t help but watch herself either….read more

Kylie Jenner for «Wonderland» magazine
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Kylie Jenner for «Wonderland» magazine

A couple of weeks ago, one of the world’s most famous teenagers shared a mirror selfie with her 50 million Instagram followers.“I look like Kylie Jenner tonight,” read the caption. The picture — a jaunty angled and heavily-filtered snapshot of luxurious narcissism — gained a cool 1.3 million likes and over 18,000 comments. Only the young woman in the photo is Kylie Jenner, the 18-year-old reality TV star and burgeoning businesswoman, sister of supermodel Kendall, daughter of Kris and Caitlyn, half-sister to Kim, Khloe, Kourtney and Rob Kardashian — AKA America’s Royal Family. “I’m not the Kylie Jenner on Instagram,” she says when we meet in the reception room of her new home (reported cost, $2.7m), sequestered away in the Truman Show-esque unreality that characterises this particular part of Calabasas. “I’m not Kylie Jenner. That’s my alter-ego,” she says, surrounded by framed pictures of her various magazine covers. So who are you, I ask? “I’m Kylie.”…read more