What are you missing when you’re missing out? It’s okay to miss out on a product, says Kylie Jenner, the brand’s founder.
Kylie’s makeup collection was launched in 2006.
The cosmetics company, which is now owned by Chinese investment firm Suning, is the first big global brand to go big on beauty.
It’s still mostly a niche brand, but the company has become a popular destination for beauty bloggers and cosmetologists who travel to India and China to market products.
Its online store is the largest of its kind in the world, with more than 7,000 items on offer.
Kylie has been one of the most sought-after makeup artists in the country for a long time.
She said her first foray into Indian fashion came when she went to India in 2015 to take a photo shoot for a magazine.
“When I walked through the door I was immediately sold on the beauty products that they had there,” she said.
Her husband, photographer Paul Jenners, had also travelled to India for his wedding.
He has been shooting in India since 2013, and the couple now run their own beauty brand.
As a blogger and a cosmetologist, Jennor says the business has become more of a passion than a career.
For the past few years, the couple have worked on a range of products, including a makeup sponge, lip balm, eyeliner and lip tints.
But it wasn’t until last year that Kylie started selling products in the US.
“There were a lot of opportunities when I started to look at it in the States, but we were always able to find ways to work around it,” she explained.
And she’s now a huge fan of American beauty products, particularly Clinique and Benefit.
Although she said she had always wanted to do something more ambitious than a niche beauty business, she now believes there’s a chance she’ll be able to grow into a global brand.
“I feel like there is something really powerful and inspiring about a product,” she added.
“It makes me want to get up every day and go into it.”
Kylia JenNER is a makeup artist and a freelance photographer.
She runs KylieJenner.com.