When Afterpay launched its buy-now, pay-later service in the United States just over a year ago, its co-founder, Nick Molnar, was told that its growth in the world’s biggest retailing market would be turbocharged if he could get the Kardashians on board.

After rising to fame from a reality television series, the Kardashian sisters have created a vast online retail network that includes selling beauty products to Millennials. This is a sweet spot for Afterpay, which began its meteoric rise in Australia after it won over young women spending on fashion.