What Will Become Of Kylie Jenner's Empire Now She's Given $880M Of It Away?

Kylie's bank balance is rising and shining.

Earlier this year, Kylie Jenner was named the youngest self-made billionaire by Forbes. Fast-forward to this week and the 22-year-old is about to become $880M richer.

Today, fragrance and cosmetics giant Coty Inc. announced they had purchased a 51% stake in Jenner’s beauty business, Kylie Cosmetics. According to Forbes, Ky’s deal with Coty will value her business at a whopping $1.2B, cementing her billionaire status.

Forbes adds that Jenner will “remain the creative lead on both product development and marketing initiatives, particularly on social media.”

It’s important to note Jenner’s involvement in the social media side of things. The brand’s official Instagram has racked up 22.4M followers since launching in 2015. I’m going to take a punt and guess the brand’s strong social media identity has a lot to do with Jenner’s equally-as-impressive 151M Instagram followers.

In 2018, Jenner told Forbes, “it’s the power of social media…I had such a strong reach before I was able to start anything.” 

According to Insider, there are just seven companies who own 182 of the world’s most popular beauty brands. L’Oreal is the parent company of much-loved brands like Kiehl’s, Garnier, Maybelline and Urban Decay, and it’s a similar story for Johnson & Johnson, Shiseido, Estee Lauder Companies, Unilever, Procter & Gamble and of course, Coty, who own other celeb brands including Katy perry, Beyonce and David Beckham.

Insider says these conglomerates make billions of dollars each year and “also control advertising and the way we all think about beauty.”

If Jenner is handing the keys over to Coty, what will become of her empire? While it sounds like the reality TV mogul is keen to maintain creative input, will the brand be the same without her complete social media control?

Interestingly, Jenner told Forbes last year “maybe one day [I’ll] pass this on to Stormi, if she’s into it,” and added that she sees herself working on the brand “forever.” Will Coty’s involvement mean Jenner has as much say?

We’ll just have to wait and see. In the meantime, drinks are on you, Ky.

Bella Hadid Confirms That Yep, Modelling For Victoria's Secret Is Actually Kinda Crap

"I never felt powerful."

Working for Victoria’s Secret would be a dream come true for most aspiring models, but according to Bella Hadid, it’s not as great as it’s cracked up to be.

During a recent onstage interview at the Vogue Fashion Festival in Paris, Hadid admitted she had never felt comfortable modelling underwear until she walked the runway for Rihanna wearing Savage x Fenty lingerie.

Bella Hadid walks the runway for Savage X Fenty Show Presented by Amazon Prime Video on September 10, 2019. Credit: Craig Barritt/Getty Images

“Rihanna’s amazing,” she said. “For me, that was the first time on a runway that I felt really sexy.”

“When I first did Fenty, I was doing other lingerie shows and I never felt powerful on a runway, like, in my underwear,” she added.

While Hadid never directly mentions Victoria’s Secret, her comments sound as though they reference the underwear giant, whom she’s walked the runway three times. 

Bella Hadid walks the runway at the 2018 Victoria’s Secret Fashion Show at Pier 94 on November 8, 2018 in New York City.
Credit: Stephane Cardinale – Corbis/Corbis via Getty Images)

The reason Hadid preferred her experience modelling for Savage X Fenty was because Rihanna allowed her to “walk any way she wanted.” 

“I like being another character. I think at this point I don’t necessarily love being myself sometimes,” she said. “Sometimes on the runway you get either nervous or you forget how your legs move.”

It’s no surprise Hadid felt a sense of freedom modelling for Rihanna. Since launching last year, Savage X Fenty has been making waves in the fashion industry for focusing on diversity and inclusion in its celebration of all women’s bodies.

“Every woman deserves to feel sexy. We are sexy, we are multi-faceted and I want women to embrace that to the fullest,” Rihanna said during the premiere of her 2019 Savage X Fenty show on Amazon Prime.

Sadly, it sounds like RiRi’s vision for her brand is a far cry from the public’s perception of Victoria’s Secret. In 2017, a consumer study conducted by Wells Fargo found that 68% of respondents said they liked Victoria’s Secret less than they used to and 60% said they think the brand feels “forced” or “fake.”

The negative press surrounding Victoria’s Secret in recent years hasn’t helped, either. Last year, the lingerie brand found itself in hot water after CEO Ed Razek made a series of insensitive comments about transgender and plus-size models.

Judging by Hadid’s comments, it sounds like Victoria’s Secret’s lack of inclusivity and diversity is starting to affect more than just their customers.

Kylie Jenner Denies Lawsuits, Reckons Rise 'N Shine Was Just A Bit Of Fun

But you have merch, tho?

It’s not easy being a walking, talking meme. Just ask Kylie Jenner, who is backtracking on reports she came for a Gold Coast mum who ripped off her famous ‘Rise and Shine’ catchphrase with a t-shirt.

ICYMI, Jenner – who is ‘the youngest self-made billionaire ever’ – reportedly sent a cease and desist letter to an Australian woman who was selling t-shirts printed with “rise and shine” earlier this month.

Unless you’ve really been living under a rock, you’d be well aware that Kylie recently attempted to trademark the phrase “rise and shine” after a video of her singing it to her daughter essentially broke the Internet and racked up billions of hashtags on TikTok overnight.

Fast-forward to this week and Jenner reckons it was no big deal. “Guys, please don’t believe everything you read,” she tweeted. “I have not sent any Rise and Shine cease and desist letters. Rise and Shine was an unexpected moment…I had a lot of fun with it, and I have laughed so hard seeing everyone’s memes since the video came out a few weeks ago.”

Jenner hammered her message home by adding the tweet, “There are no lawsuits, no cease and desist letters. Happy Sunday.”

Riddle me this, Ky: if being an overnight meme lord was just a bit of good ol’ fashioned fun, why is there sold out ‘Rise and Shine’ merch on your website?

It’s not the first time the Kardashian-Jenners have cashed in on their media scandals and meme-worthy moments. I mean, how could we possibly forget Kim Kardashian’s emoji spinoff, Kimoji? The reality TV star was flogging phone cases featuring her iconic crying face from season two of Kourtney and Kim Take New York.

Even Kardashian-Jenner matriarch and momager Kris Jenner has her own merch and emojis. 

Then there’s the fact that Kylie did attempt to trademark the phrase “rise and shine” after it catapulted her into global headlines. Sadly, Jenner was blocked by New Jersey woman Cathy Beggan who already owns the right to the “rise and shine” catchphrase as the founder and president of Rise-N-Shine LLC, a nutritional supplement, vitamin, and cosmetics company founded in 2006. 

Sure, “rise and shine” might’ve been a bit of fun, but there’s no denying the Kardashian-Jenners love making a profit if and when they can.

Pop-up Channel

Follow Us