Kylie and Kris Jenner in November 2022
Credit: Kevin Mazur/WireImage
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Kris Jenner reflected on how she helped her youngest daughter, Kylie Jenner, launch her namesake beauty brand
The famed momager recalled that her daughter told her it was “what [she] wanted to do for the rest of [her] life,” so she made it possible
Despite concerns about her daughter being able to develop a strong brand, Kris said that Kylie pulled it off without a hitch
Kris Jener opened up about helping Kylie Jenner make one of her biggest dreams come true.
The 70-year-old momager and matriarch to the Kardashian-Jenner clan reflected on the launch of her 28-year-old daughter’s cosmetics line, Kylie Cosmetics, during a Monday, March 9, appearance on the SmartLess podcast.
Speaking about the importance of developing a strong brand identity, Kris recalled when Kylie came up to her before launching the brand in 2015.
“She goes, ‘Mom, I know what I want to do for the rest of my life, and it’s beauty. And I want to, you know, do this Lip Kit, and now you’ve got to take this and run with it and figure out how to make it,’ ” she said.
Kris said that she “contacted some people” to make the idea come to life. Then she reached out to her daughter to develop a marketing plan.
Kylie Jenner at a Kylie Cosmetics event in October 2025
Credit: Phillip Faraone/Getty for Kylie Cosmetics
“I said, ‘So, what are we doing about the marketing?’ ” she recalled. “Like, you know, we need an ad in PEOPLE Magazine, and we need to have a billboard and you know…”
Kylie wasn’t as concerned.
“She goes, ‘Are we okay, mom? Like, I know what I’m doing. Just relax.’ And I said, ‘I can’t relax. You just spent every dime you’ve ever made on Keeping Up with the Kardashians to start your own brand by yourself with your own money. And I’m a little nervous. Mom’s a little… You know, you’re 17 years old, so what are you doing?’ “
Her daughter swore that she was ready, and she was right.
“I’ll never forget the morning she launched her brand, which was the first time she disrupted an entire beauty business. Because she pressed send on the link to go buy this and put a post out. ‘Go buy my Lip Kit,’ ” Kris said. “I think it was 4 seconds, and we thought the site crashed because we had to launch. and it was just sold out in seconds. And then we knew, you know… Then it was on. She was the first one to do that.”
Kylie Cosmetics proved to be a true hit, generating reports in 2017 that the brand’s founder was on track to be a billionaire by 25. The brand was estimated to be worth $900 million in 2018. She sold a majority stake of it the following year for $600 million.
Kylie Jenner promoting Kylie Cosmetics in November 2018
Credit: Rick Kern/Getty for Ulta Beauty
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The founder is still involved, though.
She revisited her iconic “King Kylie” era for a new Kylie Cosmetics launch in 2025 to celebrate the brand’s 10th anniversary.
Speaking with Beauty Inc in September 2025, Kylie noted that she was “still so excited to create” new launches. Better yet, she expressed interest in her 8-year-old daughter Stormi Webster, whom she shares with Travis Scott, “[taking] over” the brand in the future.
“I would love for this to be a legacy brand, and I’m working hard every day to set up that future,” she admitted.
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