Kylie Jenner: Lipstick the youngest billionaire in the world

Anyone who can move company stock prices must be a very powerful person. Normally, such a thing might be done by central bank chiefs like Mario Draghi or heavy speculators like George Soros. But at the beginning of the year, a 20-year television and Internet celebrity succeeded: Kylie Jenner.

With a succinct Twitter message, in which she announced out of trouble over an update of the Snapchat app to stop using them, Jenner triggered a small stock market quake - at least for the operating company Snap , Its share price fell at times by almost eight percent - a market value of $ 1.7 billion.

sooo does anyone else open Snapchat anymore? Or is it just me ... ugh this is so sad.

The episode shows the importance of Jenner meanwhile - also in the economy. She'll turn 21 this Friday - and the US business magazine Forbes estimates she'll be the youngest self-made billionaire in the world by the end of the year. This would overtake Mark Zuckerberg, who cracked the billion mark with Facebook at the age of 23 years.

Jenner's fortune is currently estimated at $ 900 million. Most of it comes from her cosmetics company Kylie Cosmetics, which has been building her into a $ 800 million beauty empire since her inception three years ago. The remaining money comes from TV appearances and advertising contracts. But like Mark Zuckerberg, Jenner owes her success to social media - and her quirky family.

Kylie Jenner is the youngest and richest scion of the Kardashian-Jenner clan, whose members in the US became celebrities through the reality television show "Keeping up with the Kardashians" - and became famous in the rest of the world for being very are famous.

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Kylie Jenner

Why exactly one knows the Kardashians and Jenners, does not matter now, because several of the (half) siblings and their parents continued their careers in the social median as an influencer. There they seemingly post private pictures - and earn millions with advertising.

More money per advertising message than Cristiano Ronaldo

Neither of them masters this business as well as Kylie. More than 110 million people follow her on the Instagram photo platform - more than twice as many as Barack and Michelle Obama together. By Kylie Jenner comes the most popular photo of the Internet. And the second most popular. Together, more than 31 million people liked the first two recordings that Jenner uploaded from her newborn daughter Stormi earlier this year - Record.

Jenner's pictures let the cash register ring - by more or less subtly hidden advertising. Jenner is estimated to receive one million dollars per advertising message, such as for Puma, Calvin Klein, or a variety of beauty products. She claims a third more than Cristiano Ronaldo and leads the list of "Instagram Rich," as the British technology company Hopper HQ calculated.

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Nevertheless, Jenner advertises primarily on its own behalf - for the company Kylie Cosmetics, a lipstick empire whose face and sole owner she is. Almost every hour Jenner sets pictures of herself, with links from her make-up face directly into the Kylie online shop.

Jenner founded the company in 2015 under the name of Kylie Lip Kits with a production of 15,000 lipstick sets, supposedly in response to her own dissatisfaction with her lips. With her products, she also helps other young girls to become more self-confident, says Jenner. That was one of the "most authentic things" she had done in her career.

The fact that she had just recently sprayed her lips, her fans seems then as today not to irritate: The first products should have been sold out within a minute, dealers sold the $ 29 sets supposedly for up to $ 1,000 on Ebay on. Meanwhile, the number that a customer can purchase per product is limited to three pieces.

Video: 20 years old, more than 900 million dollars

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An 800 million company - with seven employees

The fact that the company was able to grow so fast is mainly due to the fact that from the beginning it only had to serve as an interface between Jenner's Instagram profile and her online shop. Jenner herself handles the company's marketing by maintaining interest in her products with ever-new shots of herself - whether in the bathroom, in bed, or driving a car - the public can be there and supposedly buy a piece of Jenner's life through the products ,

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Jenner half-sister Kim Kardashian-West

Operational activities from production to sales, payment and logistics were outsourced from the beginning. The Canadian shopping platform Shopify operates the online shop; Jenner pays her about $ 480,000 annually plus 0.15 percent of sales, according to Forbes. The companies Spatz Laboratories and Seed Beauty, which jointly take over the production, packaging and logistics, are to employ 500 employees only for Kylie Cosmetics.

That explains how Kylie Cosmetics can consist of only seven full-time and five part-time employees - including Kris Jenner, Kylie's mother. She receives as a manager allegedly a profit sharing of ten percent from her daughter.

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Mother Kris Jenner

Not only the mother, but also Jenner's siblings share in the billion-dollar success. A bestseller is a special edition that Kylie brings out with her (half) sisters. For example with "KKW", Kim Kardashian-West, who makes herself known in a quasi exhibitionistic way mainly by photos of her lush Pos and her relationship with rapper Kanye West.

With her Kylie brought out the "NPP x Kylie" line. To promote the four lipsticks for a total of $ 45, the sisters combined their marketing power, reaching about 225 million people on Instagram alone. Similarly, the marketing of a product line with her sister Kendall Jenner, which was the highest paid model in the world with $ 22 million in 2017 Gage.

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Sister and Model: Kendall Jenner

Even family members who themselves have not been involved in any make-up line do their best to keep the interest in the family up. For example, father Caitlyn Jenner, who won Olympic gold in the decathlon as Bruce Jenner and marketed in 2015 and 2016, his transformation to the woman in a reality show.

Ultimately, Jenner's make-up empire is based on the reputation of the entire Jenner Kardashian clan, whose individual members play each other's fans' attention. It seems to be private photos of sisters Kim, Khloé, Kourtney, Kendall, and Kylie photographing cosmetics in the bathroom of their advertising partners, or live footage of the facial surgery of Mother Kris - together, the Jenner-Kardashians have set up an attention machine in terms of reach and sales strength is second to none. Many of the pictures are nothing but paid advertising.

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Father Caitlyn Jenner

On her 21st birthday on August 10, Jenner has released a birthday edition that she has been offering since this week. For the announcement, she posted a picture of herself on Instagram, made up with the "new 21 eyeshadow palette" and the "bday minis" lipsticks. 55,000 people commented on the photo, about 3.8 million users like it - all potential customers.

Jenner will need the sales if she really wants to become the youngest billionaire in the world. According to "Forbes", their company's revenue grew just seven percent last year to about $ 330 million, despite 30 new products. In particular, the proceeds from lipsticks, the heart of the beauty shop, fell by a third since the previous year to about 99 million dollars.

The birthday collection is designed to get things going again - and enrich an entrepreneur who does everything not to look like one. And if it should still be tight with the billion, certainly helps the family with a few advertising links in the social networks.