Beauty Influencers

Part
01
of one
Part
01

Beauty Influencers

Huda Kattan and Kylie Jenner are two influencers that successfully launched their personal brands on their social media platforms and made a fortune! On the contrary, Arianna Renee and Jaclyn Hill failed to launch their brands. This research discusses the reasons for the successes or failures of these influencers.

SUCCESSFUL BRANDS LAUNCHED BY INFLUENCERS

Huda Kattan

Kylie Jenner

  • At 21 years old, Kylie Jenner was the youngest self-made millionaire in the world. She is the founder of Kylie Cosmetics, which she established in November 2015.
  • Being on her family's reality TV show, the Kardashians, brought her into the limelight. Having been on the show for 10 years of her life, she gained her own fan-base and had a strong social media following.
  • She is the seventh most-followed person on Instagram with 152 million followers, while the Instagram page for Kylie Cosmetics has 22.6 million followers. Jenner seems to favor posting on her personal page and not her business page. This reveals how powerful Instagram is as both still drive sales.
  • By observing the trends of her target audience, Jenner cut back on Snapchat and focused on Instagram. Many attribute her success to financial support from her family, her fame, and her beauty combined.
  • The official website, Kyliecosmetics.com, has felt like an extension of her Instagram page that eases the shopping experience with simple and accessible menus.
  • After making a lot of money from the annual revenue, Jenner will get $600 million by selling 51% of her company to Coty Inc. This makes Jenner a billionaire, as the company is valued at $1.2 billion.

FAILED BRANDS LAUNCHED BY INFLUENCERS

Arianna Renee: Arii

Jaclyn Hill

  • Jaclyn Hill launched her makeup brand amidst high anticipation. On May 30, 2019, Jaclyn Cosmetics launched 20 nude lipsticks. The issues noticed by customers were holes, round particles, and tiny hairs on the bullets. These issues sparked controversy and exaggerations. Some said that they were unsanitary to use and that they may contain mold.
  • No sooner had these issues surfaced, the company had to deactivate the website and Hill had to delete her social media account. Customers and other influencers quickly criticized the product quality and sanitation, which quickly ran the product down to the ground in an epic fail.

Sources
Sources