Oops, she did it again.
Just over two months after Kylie Jenner broke the Internet with the launch of her Kylie Lip Kit, the 18-year-old social media phenom sold through new inventory of the original three colors along with a trio of debut shades within 28 minutes.
After much teasing on Instagram, Facebook, Snapchat and her Kylie app, Jenner’s site went live around noon eastern standard time on Friday Feb. 5. Two of the original shades, Candy K and Dolce K were almost instantly gone followed quickly by sellout of the new Koko K and Posie K (which was named by Jenner’s fans). A red hue called Mary Jo K, a tribute to Jenner’s grandmother, followed. Then True Brown, from the first collection, was quickly listed as unavailable.
Just before selling out, Jenner Snapchatted that there were 100,000 active users on the site.
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The lip kits include a pencil liner and matching liquid matte lipsticks. Although they retail for $29, current listings on eBay include a set of all six colors at an opening bid of $849. The original Candy K is fetching more than $200. The success of the second collection lends evidence of demand versus just Cyber Monday traffic. And although there were hopes there would be more inventory this time around, industry sources said demand still exceeded plan.
The youngest of the Kardashian-Jenner sisters is rapidly emerging as one of the most powerful social media influencers in fashion and beauty. Her new apparel collection with sister Kendall called Kendall + Kylie is rolling out on Revolve.com and at major department stores such as Nordstrom. Industry experts expect she’ll be behind further beauty launches. The night before the lip kits went live, Jenner spent more than 20 minutes on her Kylie app showing how she applies her makeup. Jenner has a combined social media following (excluding Snapchat, which is emerging as her new favorite) of 74 million users. That’s up from 50 million at the time of the first launch. The Instagram account for Kylie Cosmetics has more than 1.3 million followers.
After the brisk sellout of the initial lip products, Jenner has appeared on her sites developing the new colors — even donning a hair net and working in the laboratory. Her mother Kris Jenner posted on her own Instagram shortly after the sellout of the new colors, also in a lab coat, stating it was “time to make more.”
The line was entirely created and promoted by the young Jenner and is the first to be branded by her exclusively under the Kylie Jenner name. She collaborated with the firm Ultrabrand, which worked on Web site design, e-commerce infrastructure build and logo and product marketing design.