All the Gloss on Kylie Cosmetics

Kylie Cosmetics by Kylie Jenner is one of the fastest growing beauty brands in the world (Kylie Cosmetics by Kylie Jenner, 2019). Owned and founded by the worlds’ youngest self-made billionaire, this fashion icon is the proud leading lady of one of the worlds largest beauty empires. Coming from one of the worlds most influential families, the youngest of the Kardashian-Jenner clan has branched out and made a name for herself. 

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Kylie Cosmetics Logo (Source:

The social media marketing framework [SMMF] was proposed by Felix et al. (2016). The framework is made up of four different dimensions which include:

  • The Scope Dimension
  • The Culture Dimension
  • The Structure Dimension
  • The Governance Dimension

The Scope Dimension

The scope dimension expresses that social media platforms are used as either a one way communication tool to entertain or inform end-users or as a collaborative environment for end-users and companies [sponsored posts] (Chaffey & Ellis-Chadwick 2019). Brands are able to advertise through social media influencers who endorse their products and promote the brands name. In 2015, reality television star and social media personality Kylie Jenner founded her company Kylie Lip Kits; later renamed Kylie Cosmetics in 2016. 

Kylie Cosmetics utilises Kylie Jenner’s online persona and uses social media platforms to inform users of the brands latest products. Due to the power of various social media platforms and her enormous online presence, within two years of launching the company it had gained an estimated net worth of $400 million. Having amassed over 250 million social media followers, Jenner has stated she has never had to pay for marketing. As of 2019, her beauty empire is currently valued at an estimated $900 million (, 2019). 

The Cultural Dimension

The culture dimension differentiates between social media use as a traditional marketing tool or a modern approach to accepting the style of social media platforms (Chaffey & Ellis-Chadwick 2019). Through her personal social media accounts, the 22 year old billionaire providers consumers with a ‘sneak peak’ into her new products making them more desirable. Her utilisation of digital marketing allows her to grow her brand name as efficiently as possible. Traditional marketing mediums would not have been as effective and would become rather expensive for her company. 

The Structural Dimension

The structure dimension looks into whether an organisation’s social media presence is centralised and controlled by a specific person [marketing director] or decentralised and the employees responsibility (Chaffey & Ellis-Chadwick 2019). In 2015, beauty manufacturers spent $2.2 billion on advertising which is slightly less than the previous year (, 2019). Beauty and cosmetic companies are adapting to social media marketing because in the modern day marketing world, it’s the most effective form of advertising and it’s inexpensive. 

As mentioned above, Kylie Jenner stated that due to her massive online following she has never had to pay for marketing. Kylie Cosmetics leans more towards the centralised side of the structural dimension. However, the reality television star handles the marketing for her beauty empire. In her campaigns she herself models alongside her friends and directly promotes her products through the use of her personal and company social media accounts. 

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Kylie modelling alongside ex-best friend Jordyn Woods (Source:

The Governance Dimension

The governance dimension deals with employees on social media, more specifically what they can and can’t post online regarding the company (Chaffey & Ellis-Chadwick 2019). Many businesses have incorporated a social media policy into employee contracts which allows employers to protect the brands reputation. 

Being the influencer that she is, the beauty icon receives negative feedback about various products. The organisation has experienced a fair share of backlash due to the launch of her “luxury” brush kits [priced at $360 USD] and her line of concealers [“copying” Rihanna’s Fenty Beauty foundation line] (Kylie Cosmetics by Kylie Jenner, 2019). Despite the ongoing criticism, her website continues to sell out. 

Kylie’s beauty empire is kept under wraps by only having 12 employees. As seen in her YouTube video ‘A Day in the Life’ her employees are female and consist of young to middle-aged women (A Day in the Life, 2019). As Kylie does all of the marketing for her products, her employees are kept private as are their social media accounts. 


A Day in the Life. (2019). Available at: [Accessed 27 Aug. 2019].

Chaffey, D & Ellis-Chadwick, F 2019, Digital Marketing Strategy, Implementation and Practise, 7th edn, Pearson Education, Harlow, United Kingdom. (2019). 5 Social Media Lessons To Learn From Kylie Jenner. [online] Available at: [Accessed 27 Aug. 2019].

Kylie Cosmetics by Kylie Jenner. (2019). Kylie Cosmetics by Kylie Jenner | Official Website. [online] Available at: [Accessed 27 Aug. 2019]. (2019). Age Before Beauty: Treating Generations with a Personal Touch in Beauty Advertising. [online] Available at: [Accessed 27 Aug. 2019].

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