Everyone enjoys mocking Kylie Jenner and picking apart her life. You may say you’re not a fan, but you most likely know far more about her than you ever intended to. She’s insidious, like a perfume filling the room that is America, and in 2016 she grew even stronger. The New York Times did a long piece on why Jenner is so popular with people under 30, and it all boils down to her ability to work every platform. Their identities are defined by their interactions and relationships online, both with one another and celebrities. Lucie Greene, the worldwide director of the innovation group at advertising agency J. Walter Thompson, says that young people are extremely entrepreneurial—basically they get their brand right out of the womb now. Green says, “Their identities are defined by their interactions and relationships online, both with one another and celebrities.
“That’s why stars like Kylie Jenner, who interact with them like peers on the mediums they feel most comfortable with rather than more traditional retail platforms, are seeing such astronomical success.”
So what does astronomical success mean for Kylie Jenner? Well, she made a whole lot of money in 2016—an estimated $10 million. How did someone who everyone thinks does nothing make so much money? The brand, baby. Sales of branded merchandise, like Kylie Lip Kits and her newer Kyshadows and Kyliners, which she promotes on Instagram and Snapchat.
Who knows what would happen to the world if Kylie Jenner decided to “really work,” as so many angry internet commenters demand. She’d take over the world!