The 64-year-old graces the cover of WWD’s sister publication, Beauty Inc., where she talks about the end of the E! show, the success of her daughters’ beauty and fashion brands, and the possibility that she will launch her own Kris Jenner beauty brand some day.
To that point, she said: ‘I think I’m a bit busy right now… I’ve always dreamed of having my own brand, so we’ll see. I’m going to keep it to myself.’
CEO: Kris Jenner, 64, graces the cover of WWD’s sister publication, Beauty Inc.
Very buys: ‘The things we are working on are moving at a million miles an hour and my role is to manage it all at the same time,’ she said
The Kardashian family business model has evolved quite a lot over the last decade and a half, with the latest development being the end of their show.
Kris explained that the immediacy of social media, which wasn’t nearly so pervasive when the show premiered in 2007, was a major contributing factor to leaving TV.
‘When we first started, there was no Instagram or Snapchat or other social media platforms,’ she said.
‘The world has changed. Now there are so many, the viewer doesn’t have to wait three or four months to see an episode. We can give them all of the information anyone would ever want to know in real time.’
But while it may have brought the show to an end, it’s also helped the family grow it’s following exponentially — and is the best way to advertise what they’re selling.
‘Social media is the fastest and most controlled way to get the message out. The consumer gets to see the products the girls are working on in real time, and they know we’re going to get it out the door pretty quickly,’ she said.
‘The girls want them to be part of the journey to keep them engaged.’
Social media has provided each of the Kardashian-Jenner clan with a far wider audience than they were able to achieve even at the height of their TV show’s popularity, with the family boasting hundreds of millions of followers between them.
Kylie leads the follower count with 198 million, while Kim has 190 million, Kendall has 140 million, Khloe has 122 million, Kourtney has 102 million, and Kris has 36.9 million.
End of an era: She said Keeping Up With the Kardashians ended because of social media, since fans don’t need to wait months to see what’s going on with the family anymore
Businesswoman: She also said that ‘social media is the fastest and most controlled way to get the message out’ about their brands
Meanwhile the family’s reality show had seen dwindling numbers in recent years.
Following its premiere in 2007 the attention-grabbing reality show was continually on the rise until it reached its peak three years later during the season four final which pulled in on average 4.8 million viewers.
The 18th and most recent season of the E! stalwart, which was cut short due to the coronavirus outbreak, enticed just one million viewers during its premiere earlier this year, falling by 400,000 compared to the previous series.
Other episodes from the series, which featured a physical fight between sisters Kim and Kourtney, fell to between 871,000 and 910,000 viewers.
It has previously been reported that the drop in ratings was partially to blame for the show’s axing – while Page Six claimed that E!’s parent company NBCUniversal was hit with financial woes amid the crisis and was therefore unable offer the cast members any more money to film the hugely-successful show.
Although Kris did not mention ratings, her explanation about fans being able to access content in a much more authentic, real-time manner through social media suggests that this may have also been to blame for the decline in show viewers.
Engaging with their audience has contributed to changes in branding over the years. Kris said that early on, she would ‘say yes to everything,’ with the girls doing a lot of licensing deals in which they’d agree to have their name or image put on a product for a fee.
As time went on, Kris became more ‘strategic and selective,’ and found that it was more lucrative to have equity in brands — meaning they’re part owners and have more of a hand in the decisions.
She said: ‘We are constantly listening, and having that information and takeaway of what our consumer wants means we can have great insight into what we want do next’
Next up? Kris admitted she’s ‘always dreamed of having my own brand’ but is ‘busy’ right now
Now, the Kardashian-Jenners head up eight different companies.
There’s KKW Beauty, KKW Fragrance, and Skims shapewear for Kim Kardashian West has. Kylie Jenner has Kylie Cosmetics and Kylie Skin, and she and sister Kendall partner on Kendall + Kylie Clothing. Khloe Kardashian has Good American, and Kourtney Kardashian heads up Poosh.
With her manager role, this all keeps Kris very busy.
‘The things we are working on are moving at a million miles an hour and my role is to manage it all at the same time,’ she said.
‘We are constantly listening, and having that information and takeaway of what our consumer wants means we can have great insight into what we want do next.’
She said that social media is ‘a focus group in real time.’
‘People have been following our family for over a decade. They have watched the girls grow up. The girls have created a relationship,’ she said.
‘Kylie listens. Kim listens, and she is able to adjust and adapt accordingly. If something goes wrong, she is the first person to say, “I hear you. Let me change that, because you are absolutely right.” The consumer loves that.’
Industry pros also chimed in to praise Kris as a savvy businesswoman, with Ulta Beauty president Dave Kimball saying that Kris’ ‘business prowess is undeniable.’
Meanwhile, Coty chairman Peter Harf praised her business acumen, and Tommy Hilfiger called her ‘a 21st-century, modern business visionary.’
Though Kris wouldn’t confirm she is developing her own beauty brand, a source that spoke to Beauty, Inc. called it a ‘great idea’ and suggested ‘very expensive products to mature skin.’
From a sex tape to the top of rich lists: How the Kardashians turned a reality show into a money-spinning billion dollar family empire that spans social media, lip kits and shape wear
Keeping Up With The Kardashians was a ratings winner right out of the gate when it premiered in October 2007 on cable network E!.
It had been pitched by mom-of-six Kris Jenner to TV host and producer Ryan Seacrest who was looking to bring a fly-on-the-wall show to E! following the huge success of MTV’s The Osbournes that ran from 2002 to 2005.
Kris persuaded him that she and her children – three daughters and a son with former O.J. Simpson defense attorney Robert Kardashian and two daughters with Olympic decathlete Bruce Jenner – would be a perfect fit.
Fly on the wall: Keeping Up With The Kardashians was a ratings winner right out of the gate when it premiered in October 2007 on cable network E!
A few months before the first episode was set to air, a sex tape featuring Kris’ daughter Kim Kardashian was leaked, generating headlines and interest in the 27-year-old.
She had made the tape in 2002 with then boyfriend Ray J but the timing of its release five years later couldn’t have been better timed.
The publicity surrounding the sex tape considerably raised Kim’s public profile; until then she was best known for being an assistant to Simple Life star and hotel heiress Paris Hilton.
Timing: Kris Jenner masterminded the reality show and a few months before the first episode aired, a sex tape starring her daughter Kim was leaked, generating huge interest in the series
The E! series made global stars of Kim and her sisters Kourtney and Khloe Kardashian as well as her half-sisters Kendall and Kylie Jenner.
In the past 13 years, they have grown up on camera, sharing their life and loves, heartache and happiness, their changing faces and changing bodies, and the births of their own children.
More than that, though, they have taken TV fame and spun it into a huge money-making empire, with a lot of help from social media and some very clever marketing.
They mastered the art of keeping hundreds of millions of Twitter and Instagram users engaged with multiple posts a day and then found ways to make money from it.
They used their platforms to sell everything from makeup and perfume to waist trainers and underwear, while also striking lucrative endorsement deals and signing up for high-paid public appearances.
Throughout it all, Kris has managed her children’s careers, taking 10 percent of their earnings in addition to her own fees from the TV show and its spin-offs.
While KUWTK may be coming to an end after 20 seasons, there’s no doubt we haven’t heard the last of the momager, her kids and grandkids.
Kylie Jenner – KUWTK made her a billionaire (well, almost)
She is the youngest of Kris Jenner’s six children but she’s also now the richest.
Kylie Jenner, 23, is the youngest but richest of the KUWTK stars
Kylie, 23, made the cover of Forbes magazine in 2019 as the ‘the world’s youngest self-made billionaire’ after she sold 51 percent of her Kylie Cosmetics company to beauty giant Coty in a deal valued at $1.2 billion.
Forbes subsequently retracted the ‘billionaire’ title reckoning that, in reality, she was only worth an estimated $900 million.
Kylie’s personal wealth came thanks mainly to her decision to start getting lip fillers when she was 18. And while she initially denied getting enhancements, she later acknowledged it and launched a collection of lip kits in 2015.
The following year, due to the tremendous success of her initial products, she launched Kylie Cosmetics.
Kylie has also partnered with sister Kendall in a clothing line, founded her own skincare line, Kylie Skin, and released her own fragrance through half-sister Kim Kardashian’s KKW Beauty.
Kim Kardashian – Game app, shapewear and beauty products add up to $900 million
It can certainly be argued that without her sex tape, she and her family might never have achieved unimaginable wealth.
But while Kim Kardashian Superstar raised her profile, Kim, 39, made sure to capitalize on every opportunity that came her way subsequently.
Kim, 29, earns up to a rumored $1 million for a paid Instagram post
Unquestionably the star of her family’s reality show, her televised 2011 wedding to NBA pro Kris Humphries was a ratings blockbuster. Her divorce and subsequent marriage to rapper Kanye West kept fans fascinated by her private life.
Forbes estimates Kim’s fortune to be $900 million.
In 2014, she launched mobile game app Kim Kardashian: Hollywood and it made $1.6 million in the first five days after its release. In 2015, she released her own range of Kimojis.
In addition to her TV fees, paid endorsements and appearances, the bulk of Kim’s wealth comes thanks to her KKW Beauty company.
In 2019, the Product line raked in $100 million and she gained $200 million by selling a 20 percent stake in the company to Coty, the same company that bought Kylie’s brand.
Her SKIMS shapewear launched last year is also a huge revenue generator and she can earn up to $1 million for a paid Instagram post.
Kris Jenner – the momager takes her cut to the tune of $90 million (at the very least)
As her daughters’ manager, Kris, 64, get a 10 percent cut of each of their earnings
Kris, 64, is the mastermind behind everything Kardashian, and that’s how she makes her fortune.
In 2018, Forbes reckoned her net worth to be $37.5 million but it’s certainly grown plenty since then with some placing her true net worth at somewhere between $90 and $140 million.
The bulk of her income comes from her 10 percent fees as the manager of her children’s careers.
She also has stakes in some of her kids’ companies; for example, when Kylie sold her cosmetics company in 2019, Kris pocketed $60 million from the deal, Forbes reported.
Khloe Kardashian – denim and workouts bring her an estimated $50 million
Khloe Kardashian, 36, has dramatically transformed her look during the series
Khloe, 36, has carved out her own niche in the Kardashian family marketplace.
She is perhaps the sister who has most transformed their look in recent years, almost to the point of being unrecognizable.
Her fitness regimen in the wake of her divorce from Lamar Odom helped land her her own TV show Revenge Body, and she also hosted the TV chat show Kocktails With Khloe.
In 2016, she founded Good American, which began with a line of jeans and has since expanded to include bodysuits, activewear and swimwear.
Kourtney Kardashian – lifestyle website helps Poosh her earnings to upwards of $35 million
Kourtney Kardashian, 41, makes most of her money from the TV show
Kourtney, 41, the eldest of the Kardashian siblings, is most reliant on the TV show for her income.
However, like her sisters, she makes money with paid product endorsements and paid Instagram posts.
In 2017 she partnered with fashion retailer Pretty Little Thing.
Then last year, Kourtney launched her lifestyle website Poosh where companies can sell their products directly to consumers attracted to Kourtney’s brand.
Kendall Jenner – modeling career enhanced TV fame for $30 million net worth
Kendall Jenner, 24, earns millions from her modeling career
Kendall, 24, turned her attention several years ago to trying to fulfill her dream of becoming a fashion model.
Thanks to her TV and social media celebrity, she won contracts with some of the world’s top brands making her the highest-paid model of 2018, according to Forbes.
Forbes estimated her net worth at $22.5 million but it’s only increased since then.
She has also teamed up with younger sister Kylie for clothing, jewelry and swimwear lines and like the rest of her sisters, she gets plenty of paid endorsement work.
Rob Kardashian – sporadic TV appearances net him $10 million
Rob, 33, is the only boy in the family of girls and has played a much more low-key role in the KUWTK world.
Initially featuring on the reality show, he subsequently retreated from the spotlight as he battled a number of health issues.
He had his won sock company Arthur George and in 2016, he agreed to star in a spin-off Rob & Chyna, that followed his relationship with fiancee Blac Chyna and the birth of their daughter Dream.
His estimated $10 million net worth comes mostly from his TV appearance fees.