CosBeauty Magazine #94

FEATURE END OF AN ERA; KKW BEAUTY SHUTTING DOWN In July 2021, Kim Kardashian announced that was shutting down KKW Beauty in order to relaunch the line under a ‘completely new brand’. ‘To our loyal customers, it all started with a contour kit and expanded to eyes, lips, body and many incredible collections over the past four years,’ she said in an IG post. On August 1st at midnight we will be shutting down the KKWBeauty.com site so that we can come back to you under a completely new brand with new formulas that are more modern, innovative, and packaged in an elevated and sustainable new look.’ Like her lil sis Kylie, the OG Kardashian sister catapulted off her fame and immense following to create KKW Beauty, leveraging influence and social media reach to sell US$14 million worth of makeup on her first day of sales, according to the Business of Fashion. ‘With social media you can have a direct-to-consumer brand and if you market yourself and promote it the right way you can have a really successful business, something I don’t think people thought was possible five years ago,’ the reality star said at the 2018 Business of Fashion summit. The brand started with a single contour kit in 2017 and grew to an estimated valuation of US$100 million. We can only assume Kim’s ‘completely new brand’ will reach the same cult status. Rumour has it separate beauty and skincare lines from Kendall Jenner (beauty) and Kris Jenner (skincare) are also nigh… Watch this space! MOST BANKABLE CELEBRITY BRANDS Research by Cosmetify.com in 2021 has revealed the wealthiest celebrity beauty brands in the world. Celebrity Brand Revenue (USD) Rihanna Fenty Beauty $5,000,000,000 Jessica Alba The Honest Company $300,500,000 Kylie Jenner Kylie Cosmetics $200,000,000 Lady Gaga Haus Laboratories $140,000,000 Kim Kardashian KKW Beauty $100,000,000 Selena Gomez Rare Beauty $60,000,000 Gwyneth Paltrow Goop $45,000,000

PERFUME: THE OG OF CELEB BEAUTY BRANDS Fragrances hold special places in our hearts, and some of the most iconic are from red carpet A-listers. One of the original celebrity perfumers, Elizabeth Taylor’s release of ‘White Diamonds’ in 1991 has earned a cool US$1 billion in sales – and inspired generations of celebrities to jump on board the scent train, which reached fever pitch in the 90s and early Naughties. Back in 2002, everyone was buying JLo’s ‘Glow’ (and contributing to its $300 million in sales in the first year), and then dabbled in a bit of Britney’s ‘Curious’ a couple of years later. Our allegiance to these sweet-smelling A-listers remains strong – Kim Kardashian sold $10 million of her perfume line ‘Crystal’ in its first day on the market in 2017, $1 million of which occurred in the first hour. More than 300,000 units were sold without customers ever even smelling the scents, highlighting the sheer marketing power of Kimmy K. Years in operation 4 10 7 2 4 1 13 www.cosbeauty.com.au 33