BUSINESS
Is Khy by Kylie Jenner Just Another Kash Grab?
By: Lauren Duncan Edited by Eleanor Unsworth
Courtesy of WWD
The Kardashian-Jenner family creates brands that suggest buying their products will let you experience a similar lifestyle to theirs. In November of last year, the youngest sister of the Kardashian-Jenner clan, Kylie Jenner, released yet another line. Titled Khy by Kylie, her newest business venture is marketed as a ‘quiet luxury’ fashion brand. In collaboration with Berlin-based designer Namilla, known for her leather work, Jenner claimed to be involved in every little detail of her new project. However, this comes after Jenner’s failed swimsuit and baby product lines. The Kardashian-Jenners consistently capitalized on popular trends, masquerading as being deeply involved in every process, but are met with backlash due to poor reviews, copying, and false advertisement allegations.
Kylie Jenner has continuously dipped into the beauty industry, most notably with her Kylie Cosmetics beauty line. Her lip kit franchise evolved into an Internet craze as social media creators promoted her products as essential to achieving the overlined lip look that dominated 2016. This opened the gate to expand the brand – launching into eyeshadow palettes, blushes, liners, and more. Jenner regularly collaborated with her sisters and friends, gaining more influence and sales. Though the lip kits sold like hotcakes, it did not mean the product’s quality lived up to the hype, as many customers complained of it drying out their lips, appearing cracky, and fading away quickly. These complaints were easy enough for Jenner to brush under the rug as her sales told a different story. In 2019, Kylie Jenner sold 51% of her company, Kylie Cosmetics, to COTY Inc. for $600 million. The line’s sales had been steadily declining, and by selling a majority of company stakes, the company reached a valuation of $1.2 billion.
In May of that year, Jenner also released Kylie Skin. Its original release contained six products, including face creams, toners, and facial scrubs. Kylie Skin products are vegan, cruelty-free, and sold for $30 and under, appealing to a younger audience. The company packages its products in baby pink boxes, a trademark of rival Glossier. Immediately after the release, Jenner's products faced backlash, as the walnut scrub appeared to cause micro-skin abrasions. However, the brand’s redeeming qualities were the milk toner and eye cream. Overall, the skincare line lacked innovation and individuality – considering many other competitors have similar products for less money, prove more effective, and sell in larger quantities.
Post-launch, the buzz quickly died off and did not continue to gain exposure over the internet or cause a stir. As of 2023, Kylie Skin earns an estimated $3.36 million a year, measly compared to the astounding $1.2 billion value of Kylie Cosmetics. The line continues to release products, such as body wash, though they are seemingly swept under the rug as they are easily forgettable.
Courtesy of Kylie Cosmetics
Following Kylie Skin, Jenner's next business venture dipped into the swimwear industry as she dropped Kylie Swim in 2021, only to be faced with scathing reviews. The line offered multiple swimsuits, from one-pieces to bikinis in trendy cutouts and colors. However, social media try-ons showed how the items appeared poorly made with extremely sheer fabric, even with the expensive price tag. Jenner’s fans questioned her integrity as they felt betrayed by the brand’s deceptive marketing. This came after Forbes retracted Jenner’s title of “youngest self-made billionaire,” claiming her family reported misleading representations of her wealth that didn’t reflect the truth.
While Kylie Jenner’s business ventures are impressive and influential, I take issue with how the Kar-Jenners have capitalized on their fans for decades by selling them expensive yet lackluster products. There is a pattern of cultivating an image, releasing a brand associated with the image, and then letting it fade into the background when the appeal declines. For all that the Kar-Jenners claim to be deeply invested in their businesses, their actions tell a different story – one of making money no matter the cost of their integrity.