Kylie Jenner and the new millionaires of the beauty business

Although many still consider a symbol of female frivolity or desire to live under a mask, the truth is that painting the face with colorful pigments is as old as humanity: of the sacred rituals in homage to the gods, to theRites of power or passing of puberty, of the war paintings to the makeup face of the courtiers of the 18globalized and virtually interconnected world. Cuando, esta semana, la revista Forbes volvió a elegir a Kylie Jenner, de 21 años, la multimillonaria más joven de siempre, se debió a la creación de un imperio hecho de lápices de labios, delineadores de labios, paletas de sombras e iluminadores o resumiendo la cosa : pigmentos de color y aceites envasados ​​de forma creativa.

Kylie is only the most visible face of an era when feminism found in makeup and fashion a form of affirmation of women's power, contrary to what happened 60s when the challenge was to burn bras and not hair removal.This paradigm shift in relation to makeup cannot also dissociate itself from the power of social networks, especially the Instagram, as a platform for a trailer made of entrepreneurs' personal exposure.Currently, millions of followers in this social network are the first step to create a successful brand, because no form of advertising had managed to create such deep links with consumers.

The great triumph of Kylie Jenner?Seem as close to us as if we were one more element of its great and complicated family.When she launched her makeup kits in 2016, we all knew what her face, sardent and child.She was as imperfect as us.How not to be in love with this?

Daughter of Mundano Kris Kardashian and the American Olympic champion Bruce Jenner, Kylie began to live in front of television screens with only 10 years, when the family became demonstration of reality (Keeping Up with the Kardashians, of the E channel E).Being the youngest, he had some margin to hide under the scandals of the oldest sisters, despite working as a model from the age of 14.After the announcement of Forbes and the criticism of the fact that she was being considered a "self-made Woman", the mother and the sisters have already come in her defense to tell that Kylie always had an eye for business and saves each cent to investing laterin something he liked.His first business to Solas was to resell his clothes on eBay, donating part of the benefits to charity institutions.At the same time, he launched, with sister Kendall, the Kendall + Kylie clothing line that had exclusive Topshop collections and, more recently, in the Forever 21.He wrote a dystopian novel that was a sales failure, had collections of jewelry, sportswear, hair extensions, OPI varnishes.His name became a brand to such a powerful point that dispensed last name.But Kylies there are many and the Minogue placed an action before the court to prevent the name for a single thing.The Australian singer won, and Kylie will have to continue being Jenner.

This is not, however, a liable story of having these developments so fast (just three years passed between the launch of Kylie Cosmetics and its promotion to the multimillionaire) if we were not in the time of social networks that generate very much impact wavessuperior to what we were used to: KJ, has 170 million followers on Instagram and is not limited to selling its products.She advertises products from other brands for which she earns about 1 million dollars per post, which has allowed her to seriously take advantage of her profits.

The company that began selling lip and pencil pencil kits for $ 29 (26 euros) is worth 900 million, according to Forbes.KJ has 100% of the corporation, employs less than 20 people and is the mother, Kris, which deals with accounting and public relations.The decisive jump occurred in November 2018 when the brand began to be distributed by Uult and raised about 55 million dollars in just six weeks.

After stagnant years, the makeup business has been assumed as one of the most explosives of the second decade of the 21st century.Small businesses become businesses from millions, do not cease new and fierce brands, with aggressive marketing, own shops, celebrities to face.Male makeup is increasingly entering account and the world of the Make Up Junkies (makeup addicts) does not stop making victims.

If, still a few years ago, the world of accessible makeup was dominated by the Giants Maybeline, L'Oreal, Revlon, and with associations to the male image, as we can see for the old advertisements where women arise to make up guided by theWoman voice outside a man, who gives him advice on how to get prettier for husbands - today not only women took the helm of the cosmetics business as they are showing that coloring the face is not synonymous with frivolity but of affirmation of aindividuality.Ortora's big brands are almost always towing the novelties that these women put on the market.And in many cases we talk about women whose work family fund, cultural heritage, or ethnicity, would always place them at a disadvantage and probably confine them to anonymity if they were not social networks.The Roman Anastasia Soare, the Greek Zoe Baikou (Zoeva) the Muslim HudNew more available mentality to integrate new forms of beauty, new challenges and a new ethic.

When in 1989 he landed in Los Angeles with his little daughter fleeing from the icy houses of communist Romania governed by the dictator Nicolae Ceauşescu, he was called Anastasia Soare, he did not speak an English word and the diploma in architecture and art that he broughtIt is worth anything.It was used in an aesthetic hall in Beverly Hills where he repaired that American women did not take care of their eyebrows, such as Romanian women did.He began to try to convince customers of the Hall to redesign the eyebrows applying the method used in the Greek and Renaissance art that Leonardo da Vinci would call the divine proportion.This gold ratio is actually a number that determines the perfect symmetry between two sides.Anastasia went on to apply this method to sculpt perfect arches to light the eyes and apples of the face.As the owner of the Hall did not let himself be convinced, in 1992 the artist rented a hall whose focus were the eyebrows and ended up having some of the super models of the 90s such as Cindy Crawford and Naomi Campbell, singer Jennifer López orActress Faye Dunaway.Anastasia Soare became Anastasia Beverly Hills, the beauty hall magician with more celebrities on the waiting list.All this happened before there was YouTube, Instagram and before Kim Kardashian put the hyperdefinition of all the lines of the face fashionable.Today with 62 years, Anastasia is synonymous with high quality makeup and glamor.The former communist exiled one of the poorest countries in Europe has a makeup line with dozens of products, since the end of 2018 it is also sold in Portugal in Sephora stores.

He was born in Barbados with a magnificent golden brown skin and fabulous green eyes.In the event that it is one of the most important, despite this, @badgilriri (his avatar on social networks) wanted more of himself and the world.Therefore, together with LVMH, the company that has the Louis Vuitton brand, has created the most avant -garde makeup line of the last decades: Fenty Beauty.

The icon product was the "Pro filter Soft Matte", a long -term base and matte effect with 40 different shades that promise to adapt to the skin color of all ethnicities.In 2017, the collection was launched simultaneously in 17 countries and 1600 physical and virtual stores, paid $ 72 million in just one month exceeding Kyle Jenner's ranges, Urban Decay or Benefit.The darkest base tones were the most wanted, which shows, as some fashion, economy and marketing magazines concluded, that Rihanna took advantage of the prejudice or lack of vision of the other cosmetics companies, which never had a true offer toThink about darker women, filling a vacuum in the market and creating an emotional relationship with consumers.Unlike other collections created by celebrities, the singer did not add up to Millonarios or high society but to real people.As Marie Claire French wrote "the Fenty touches two determining values of our time: otherness and innovation".

La marca Fenty Beauty refleja también un tiempo en que los productos de cosmética ya no son pensados ​​para ocultar defectos, sino más bien una forma de expresar creatividad, estados de espíritu; son leves y alegrescomo una broma.The name of each product is also deliciously provocative as the eyeliner pen called "Cuz I'm Black" (because I am black) or the obscenely red, matte and cinematographic baton, of its name "Uncensored" (incensurable) the media the mediaAmericans classified as "assertive and confrontational".

Perhaps the less attentive public to the world of cosmetics does not know the name of the Greek Zoe Boikou, but in the constellation of the stars of the cosmetics the brushes of the Zoeva brand are the magic wand that makes the best vanished, the mixtures, the mixtures, the mixtures, the mixtures the mixturesof bold and perfect shadows.Like Anastasia, Zoe perceived that face makeup demands the same demanding and precise tools as the art world and, almost by chance, he discovered that these tools were rare, faces and circumscribed to luxury makeup artists.The Greek girl of Salaónica, who emigrated to Germany at age 10 and lived with a father who brutaized the family, who failed to go to college because at age 15 she was already taking an administrative course, became a millionaireThanks to the Ultra Light brushes, with the cable in pink Gold and satin bristles that perfectly grabs pigment, whether powdered or cream.

In 2018, Zoe declared in an interview the pride of having been able to give the younger sister the possibility of doing a higher course, such as the corollary of her years of arduous work to resell brushes of a Canadian company on Ebay.In these years he sold two or three digits per month, today he sells 5 million brushes, whether individually, whether together in pink or brown bags that also became emblematic for the movement of the MUA (Make UpArtists).The boom occurred in 2010, when one of its brushes was recommended by a youtuber - the video was seen by 200 thousand people and their brushes (still made in Canada) have been exhausted several weeks.At that time, Zoe realized that he had to take another step and began to manufacture his own brushes.It also developed a line of illuminators and shadows, which are not very cheap are presented as an investment because they are high durability materials.

Zoeva melts the "zoe" nouns that means life and "Eve" the first woman according to the Old Testament.A name that hides under sophisticated objects and scented makeup a resilient and not always easy life story, that Boikou wants it to be exemplary.Therefore, the brand is linked to defense organizations of women and children victims of domestic violence and fighting cancer.The businesswoman likes to remember the principles of the ancestral Greek wisdom of the importance of "taking care of itself" and the celebration of individuality as a form of empowerment and affirmation of women.

It is still curious as, in the stripes of international politics, it has been the universe of fashion and beauty to launch bridges between the West and the East, placating wars and conflicts.Of course with the Gigi and Bella Hadid sisters, of Palestinian origin, and now with the Make Up Artist and the businesswoman Huda Kattan, born in Oklahoma, daughter of Iraqi parents emigrated in the United States.

Kattan is the face behind the brand of false eyelashes and more famous matt batons in the world.And if Anastasia Soares imposed delineated and full eyebrows, HUDA imposed plaguey eyes where the "fake" is assumed and valued as in the times of the Nouvelle vague and swinging London.Who does not remember Twiggy with the false eyelashes at the top and bottom of the eyes?

Huda Kattan began by making false eyelashes to apply in herself, because she liked to accentuate her Mediterranean beauty, dark skin, dark eyes and hair and curviline.They already called him the "Kim Kardashian of makeup" but a hud.However, its history and its family environment demanded from it a set of breaks that in much mundane demarcate.

The father emigrated to the United States to teach engineering and the family was proud of his generations of intellectual work, so Huda studied finance at the University of Michigan and began to work early in companies where he felt unhappy.I knew I was not in the right place, but I had no courage to break with the family tradition, even above to undertake such a little dignified world.The family moved to Dubai where, instigated by the sister, Huda created the makeup blog that would give identity to the brand and would almost become the name of that which in 2017 the magazine team considered one of the 25 most influential people in the Internet.

Huda Beauty jumped from blogs to reality, created a line of synthetic eyelashes and returned comfortably on Instagram, where it has millions of followers.Her glowing personality, the simple way as she presented in social networks, and having the Kardashian sisters to use her eyelashes, made her one of the most iconic maquiladoras / influencer of recent years.His makeup line leaves the Dubai desert for stores around the world and is one of the most copied by cheap brands.The company is administered by the Kattan, Huda, Mona and Alya sisters and does not stop introducing new objects of desire.After the eyelashes came their lips with eyeliner, to create the most full lip effects, shadow palettes inspired by the warm colors of the Sahara, the perfumes that are used in several layers such as tradition in the Middle East.

Hududa abandoned the work in the financial area, went to study makeup for Los Angeles, was used as a makeup artist in a Revlon store but above all he affirmed Muslim beauty against decades of empire of blue blondes as a prototype of perfection.Its brand, which speaks especially for women of Arab origin, has become a frank language that has runaway borders between cultures.