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    Kylie Cosmetics

Industry: Retail

That’s a lot of lip kits! Kylie Cosmetics launched in 2015 with one product, its signature Kylie Lip Kit, and has since expanded to a full makeup line and last month debuted Kylie Skin. Kylie Cosmetics and Jenner herself have a combined 150 million followers on Instagram, a built-in target audience for 100% of their marketing efforts: beauty shots, how-to videos, announcements of capsule “collab” collections with celebrities, including her famous siblings in the Kardashian/Jenner clan. But Kylie Cosmetics, which had spent its young life entirely online, launched its biggest collab late last year, when it began selling in Ulta Beauty, which has almost 1,200 stores nationally. The beauty chain said it reported better than expected 9.4% year-over-year same-store sales growth in the fourth quarter, thanks in part to Jenner’s line.

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