When it comes to beauty products, the Kardashian clan is proving it has serious sales muscle.
“The whole Kardashian-Jenner brand is growing incredibly fast,” said Philip Zellner, chief executive officer of Lighthouse Beauty, which produces scents with Kim, Khloé and Khloé’s husband, Lamar Odom. “I believe it hasn’t peaked yet, partially because of the depth of the family. With so many individuals being involved, it brings in so many different audiences — with the youngest sisters being in their teens, and the three older girls in their 20s and 30s.”
Sources peg the total Kardashian scent empire at about $50 million a year at retail.
“There is a continued growth pattern emerging, and as each new category is introduced, it helps all the other branded categories,” he added. “What I believe makes the Kardashians so intriguing is they are in the public eye in a very exposed way — everyone who watches and reads about them feels like they know them, that they’re part of their family. There is an aspirational aspect that the consumer looks up to, as well as the day-to-day drama.”