Much like her older sisters, Kylie Jenner has become much more than her reality TV personality. When Keeping Up With the Kardashians started airing in 2007, the youngest Jenner was just nine years old. Nine years later, she’s doubled in age and created her own empire on the social media, fashion and beauty fronts. Perhaps ‘King Kylie’ has more meaning to it than a self-professed nickname.
Jenner boasts over 57 million followers on Instagram, her main source of influence, and is the 7th most-followed user on the app. She’s the most-followed celebrity on Snapchat as of July 2015, her app is on the top chart in the App Store’s entertainment category (where subscribers pay per month for exclusive content), she’s at the helm of an high-demand lip kit, she runs a joint clothing line with her It-model sister Kendall (which also has a high-end extension that sells in Neiman Marcus and Nordstrom) and she recently scored a massive Puma endorsement. Tie that all together with a few more projects here and there, close ties with other young A-list celebs and a buzz-worthy relationship with rapper Tyga and there you have it: Kylie Jenner is well on her way to world domination.
It seems fitting then, for Adweek to tap her for the cover of this week’s Millennial Issue. The magazine picked her brain about her burgeoning cosmetic business and social media fame and asked experts to dissect what makes her so successful.
From Kylie Jenner:
On how she chooses what brands to work with: ‘I don’t work with anything that doesn’t work with my brand.’
On whether she’d start selling the lip kit in stores: ‘I’ve been thinking about it. Definitely not in the next year. But if I were to sell in stores, I don’t know that I would go to a big retailer. I would probably just do everything on my own. But that is still in discussion.’
On being ‘flashier’ on social media than in real life: ‘I think that’s true for a lot of people, actually. You can’t really tell who a person is from, like, an eight-second Snapchat video or an Instagram. I only post on Instagram or Snapchat what I want people to see, you know? But there’s a whole other side to me that people don’t know.’
On dealing with criticism online: ‘I feel like the more people who love you, there’s going to be more people who hate you. It doesn’t really affect me.’
From the experts:
On what makes Kylie different from her sisters: ‘The Kardashian sisters are all famous, obviously, but Kylie is the social media native. Giving fans that access through such a huge variety of social media platforms is really easy and natural for her.’ —MaryLeigh Bliss, chief content officer at youth research firm YPulse
On why millennials adore her: ‘She marches to her own drumbeat and millennials love her for it.’ — Jeetendr Sehdev, celebrity branding expert and USC marketing professor
On why she was perfect pick for Puma: ‘We wanted to find somebody who really captured the spirit of the consumers themselves, and we felt that Kylie, with her lifestyle and the way that she is—stylish, active, dynamic, creative, entrepreneurial, media-savvy—embodies a lot of the things we think our younger consumers aspire to.’ — Adam Petrick, Puma global director of brand and marketing
On what makes her relatable: ‘Kylie is a lens on the culture and a reflection of what is now, what is relevant at the moment.’ — Petrick