Courtesy Fenty Beauty
In November 2015, Kylie Jenner launched three lip kits. The kits, consisting of a lip pencil and liquid lipstick available in a pinky nude, a beige neutral and a deep brown, sold out almost immediately.
Jenner’s wasn’t the first celebrity beauty brand to launch. In 2009, Australian model Miranda Kerr founded Kora Organics, while actor Drew Barrymore launched Flower Cosmetics in 2013. But Jenner’s was the first to leverage the reach, engagement and influence of its founder in the social media era. Nearly six years later, the lip kits have evolved into a full makeup and skincare brand and in 2019, she sold 51 per cent of her business (at a valuation of $1.2bn) to Coty for $600m.