But why does it have such resonance in 2024? And what does its impact mean for brands?

The impact of the Kylie brand

MaryLeigh Bliss, director of Gen Z content and millennial research agency YPulse, attributes Jenner’s enduring appeal to her talent for making the unattainable and aspirational seem surprisingly relatable. “While Kylie may not have been the star of her family’s reality TV show (Keeping up with the Kardashiansnow The Kardashians), became a social media star, where she was, at least initially, more accessible and relatable than the rest of her family. Acne Studios creative director Jonny Johansson says that “despite being part of the most famous family in the world, (Kylie) has this underdog quality that’s unexpected,” speaking of her endearing candor, even when her image and lifestyles have become increasingly refined.

The most digitally savvy of the Kardashian-Jenner clan, she has embraced early social platforms like Vine and Snapchat, laying the foundation for social media stardom by balancing authenticity with aspiration. In her eponymous 2015 to 2016 ‘King Kylie’ era, defined by bold hair colors and heavy, matte beauty looks, Jenner resonated deeply with her predominantly Gen Z fanbase, always online via her relatable portrait of teenage life, and later motherhood, even in the context of celebrity.

In addition to her aspirational fashion week content and campaign shoots, Jenner leans into popular social media formats like #GRWMdaily vlogs and cooking videos. Or comedic rideshare videos with her best friend and influencer Anastasia Karanikolaou (or ‘StassieBaby’), where they try out menus at The Cheesecake Factory (getting 6.2 million views on TikTok) or drive to the popular Los Angeles fast food chain. In-N-Out Angels. “Many Gen Z and millennial fans experienced stages of life. with her,” Bliss says, describing their strong parasocial bond. Simar Deol, forecasting analyst at strategy consultancy The Future Laboratory, adds: “This performed authenticity is precisely what attracts younger audiences, especially Generation Z.”

Later, unlike her previous ultra-glamorous campaigns, Jenner adopted a minimalist, distinctively Scandinavian look to front Swedish brand Acne Studios’ AW23 ‘Dirty Denim’ collection. Captured by Dutch photographer Carlijn Jacobs in distressed, “muddy” denim, Jenner shared a behind-the-scenes video on her Instagram, valued at $1.5 million MIV, according to Launchmetrics. The campaign was a complete success. In two weeks, his influence generated $9.4 million in MIV for Acne. Mattias Magnusson, CEO of Acne Studios, noted that “customers are still asking for the ‘Kylie bag’ (the multi-pocket style launched through the campaign),” confirming it as a bestseller. “Kylie’s global appeal boosted sales in the US, Europe and key Asian markets – a rare success in all markets.” Creative director Johansson adds: “For someone so powerful, she still has the feeling of being underrated, partnering with someone like her, who embodies both status and spirit, is truly unique.”

Building Your Empire: From Kylie Cosmetics to Khy

In 2019, Jenner sold a 51 percent stake in Kylie Cosmetics, the makeup brand she launched in 2015, years before Gen Z celebrity brands like Rhode or Rare Beauty emerged, to beauty giant Coty for $600. million dollars. The sale valued Kylie Cosmetics at around $1.2 billion. According to data from Circana, its 2024 fragrance topped the US women’s fragrance chart from January to March (although Coty declined to provide specific sales data).