Okay. So Shopify.
It’s all about personal brand. And no one does personal brand like Kylie Jenner (KJ).
That’s her.
In the picture above. All dressed up. For a “lip kit” collab with the Grinch.
The Kardashians get rich. And Kylie gets richer. So yeah, her grit stole Christmas.
Let’s go back. To 2015.
KJ is 18 and super famous. She knows a thing or two about marketing.
Her lips go viral when kids post photos of their “Kylie Jenner Lip Challenge.” You know the look - suck on a shot glass for 60 seconds to get Kylie-sized lips.
Any PR is good PR.
So yeah, she starts a biz (Kylie “lip kits”).
Her 15,000 tubes sell out in under a minute. Meaning - Instagram is a girl’s best friend. And this girl has 110 million followers (her total addressable market).
It’s called Kylie Cosmetics.
And it’s all thanks to Shopify:
The platform making it “easy” to start an online biz.
It handles sales and fulfillment.
Things like sending customized purchase & shipping emails to customers. And it interfaces with Instagram. So yeah, you can buy lipstick straight from Kylie’s handle. Roughly 70% of all transactions take place over a mobile device.
There’s no Shopify marketplace.
Which means celebs are its biggest winners.
They’re the brand. And they have a whole lot of followers to market to.
Shopify keeps her lean - KJ has 12 total employees.
By 22, she’s the youngest self-made billionaire.
Meaning - lots of celebs start their own DTC lines. Kim Kardashian of KKW Beauty. Rihanna of Savage Beauty. And Jennifer Lopez of JLO Beauty.
So take one from Kylie Jenner. And create.
And that’s the skinny.