How Kylie Jenner Built One of the Fastest-Growing Beauty Brands Ever

It took less than two years for Kylie Cosmetics to reach an estimated $630 million in sales. July 20, 2018 7 min read Opinions expressed by Entrepreneur contributors are their own. Excerpted from Growth IQ: Get Smarter About The Choices That Will Make Or Break Your Business by Tiffani Bova with permission of Portfolio, an imprint  of Penguin Publishing Group, a division of Penguin Random House LLC. Copyright © Tiffani Bova, 2018. The traditional makeup market was down 1.3 percent in 2016. But independent brands were up 42.7 percent. The growth of these smaller independent brands is a direct reflection of a change in market context, consumer tastes and buyer demographics. Case in point … One of the most successful recent examples of a company executing a highly targeted and effective product expansion growth strategy is Kylie Jenner, best known as being the youngest of the Kardashian-Jenner empire. Related: This Former Marketing Student Turned Her Knack for […]

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