Turn the spotlight into sales the Kardashian-Jenner way.
The Kardashian-Jenner family has long been a fixture in the media, making headlines for their drama and controversies. While they were born with a silver spoon (their father, Robert Kardashian, was a millionaire lawyer), some of their business success can be attributed to astute decision-making.
The family has strategically leveraged their fame (and scandals) and mastered social media and other innovative business strategies to build their multi-billion dollar empires. Spanning beauty and fashion to wellness and spirits, their ventures are a product of what consumers look for today.
In this article, we look at the business strategies that have propelled the family to great heights.
1. Build a strong personal brand
Image by Good American
Say what you will about the Kardashian-Jenners, but one thing is for sure: they know their customers. The Kardashian family’s influence extends across various industries, including cosmetics, fashion and perfumes. Each sister has built a distinct brand that resonates with their demographic.
Take Khloe Kardashian, who, having faced a challenging weight loss journey, co-founded Good American with Emma Grede, a British fashion designer and entrepreneur. This inclusive clothing line is dedicated to promoting body positivity by offering sizes up to 4XL. Speaking of body positivity, Kim Kardashian’s loungewear and shapewear brand SKIMS also focuses on inclusivity, catering to women of different body types.
Image by SKIMS via Tatler Asia
Then there’s Kylie Jenner’s brand, Kylie Cosmetics, known for its lipsticks, highlighters and bronzers, targeting millennial and Gen-Z makeup enthusiasts. Her primary audience is comprised of women between 18 and 34 who are active Instagram and TikTok users.
Kourtney Kardashian’s Poosh caters to health, wellness, lifestyle and home tips for working mothers, embodying her commitment to wellness and organic living. And finally, Kendall Jenner’s 818 Tequila distinguishes itself by not capitalizing on her celebrity status, opting instead for anonymity to let the product’s quality speak for itself. This strategic move builds trust and appeals to Gen-Z consumers, who value authenticity and are willing to invest more in brands they perceive as transparent and genuine.
2. Leveraging social media
Kylie Cosmetics’s Instagram page
Social media is the backbone of the Kardashian-Jenner business strategy, with Instagram being a linchpin. The family boasts a combined following of over two billion across various platforms, with Kylie alone having 396 million followers as of September 2024.
First off, their approach to social media is comprehensive. They’re active in updating fans with the latest product drops, steering followers from their posts and stories directly to their online stores and keeping pace with the latest digital trends across several platforms.
But the secret sauce to their success on social media is their deep understanding of what their followers want to see. The Kardashians have a knack for tuning into the desires of their followers and transforming them into loyal customers. They prioritize authentic engagement with their followers and frequently share glimpses into their lives.
For instance, Kim regularly seeks opinions from her followers like which face cream to buy. This active engagement not only keeps fans engaged but also fosters a sense of community and brand loyalty. Plus, the peek into their personal lives also cleverly funnels attention back to their business ventures.
3. Influencer marketing
Image by Keyhole
While being influencers themselves, the Kardashians know the value of getting other influencers and celebs on board. Their endorsement has generated greater credibility and exposure for the family’s brands. For instance, soon after the hit Netflix show Bridgerton’s third season was released on Netflix in June 2024, SKIMS partnered with lead actress Nicola Coughlan for its “Soft Lounge” campaign. The timing of this campaign launch was ideal, with Coughlan in the spotlight across social media.
Kylie Cosmetics, on the other hand, excels in engaging both macro- and micro-influencers like Matilda Djerf (@matildadjerf) and Adison Justis (@adisonjustis) for social media product tutorials. This approach not only showcases the quality and versatility of their products but also expands their brands’ reach.
4. Collaborations with industry giants
Image by Chamberlain Coffee and 818 Tequila via PR Newswire
Besides working with celebrities, the Kardashian-Jenners place major emphasis on strategic brand collaborations to amplify their reach. Kendall’s 818 Tequila, for instance, collaborated with Emma Chamberlain’s Chamberlain Coffee to create a US$72 Espresso Martini Kit, a limited edition product.
This partnership combines Chamberlain Coffee’s strong appeal among coffee enthusiasts with Kendall’s strong Gen-Z following. 818 Tequila even made a strong impression at Coachella 2024, offering signature 818 cocktails and refreshments.
Image by Keyhole
Not to be outdone, SKIMS teamed up with Swarovski to launch a limited collection that blends luxury and practicality. What came out of this collaboration are body jewelry pieces where Swarovski crystals are strung together to make belly and boob chains, a mesh dress and a bodysuit. Despite a high price tag for some pieces—like a US$3,300 for a crystal-adorned body chain—the collection quickly sold out following its November 7 launch.
Furthermore, SKIM also partnered with the NBA, WNBA and USA Basketball to become their official underwear provider. This strategic move brought the brand substantial visibility, showcasing SKIMS products through on-court virtual signage and extensive coverage on the leagues’ social and digital platforms.
5. Take risks
Image by E! Via Vulture
This brings us to the final lesson to learn from the Kardashians: take risks. Whether pursuing new, unexpected collaborations or extending an existing business line, taking calculative risks makes a business line appealing to the ever-changing expectations of the audience.
Image by Masterclass via Rolling Stone
On the topic of taking risks, we have to give props to Kris Jenner, the “momager” of the family’s empire, who embodies this spirit. When faced with what could have been a career-ending scandal—the leak of Kim Kardashian’s sex tape—Kris turned the situation on its head. Instead of retreating, she launched the reality TV show Keeping Up with the Kardashians. This bold move shot the family to global fame and laid a solid foundation for their business empire.
Kendall Jenner took a bold plunge by naming her venture 818 Tequila instead of using her or her family’s name to promote the brand. In doing so, she aimed to keep the brand separate from her personal fame. This marketing strategy aims to earn the trust of consumers who value product quality over celebrity endorsement, helping to distinguish 818 Tequila in a crowded market.
Likewise, though not as drastic, Kylie ventured into uncharted territory to tap into new demographic sectors. In September 2021, she expanded her business beyond the beauty industry with “Kylie Baby”, foraying into baby products like non-medicated lotions, creams, blankets, breast pumps and milk bottles.
Navigating success amid controversy
Fame is generally good for business, yet it also invites public scrutiny that can sometimes harm a brand. The Kardashians know this all too well. They’ve been regularly criticized for promoting unrealistic beauty standards and facing allegations of labor violations. Kim’s tone-deaf comments on hard work have also drawn major flak online, echoing the complexities of her public persona and business strategies. Yet, despite these hurdles, the Kardashian-Jenner clan has pushed forward with various business ventures—though not all of them were successful.
For example, Dash Boutique, initially a symbol of their expanding brand, closed all its stores by 2018 as the sisters shifted their focus toward their personal brands and family time. Similarly, the Kardashian Kard—a prepaid debit card targeted at children—was quickly pulled from the market due to backlash over its exorbitant fees and predatory nature. These cases show the family’s struggle to balance their business ambitions with public expectations and legal standards.
So, when building your strategies, you might find valuable lessons in the Kardashian-Jenners’ handbook—but we recommend taking them with a pinch of salt.
Also read:
- Top 5 Clothing Items That Are Contributing to Skims’ Net Worth
- How is Kim Kardashian’s SKIMS Worth US$3 Billion?
- Top 4 Failed Kardashian Businesses
Header image from The Kardashians (2022)’s IMDB page and Pexels
