Kardashian-Jenner clan took sales empire to another level in 2023

Known for their attention-grabbing social media posts and fly-on-the-wall TV series, the wingspan of the Kardashian-Jenner empire is ferociously multiplying through their business acumen.

They are known for breaking the internet with their attention-grabbing social media posts, as much as they are for their fly-on-the-wall TV series.

But the wingspan of the Kardashian-Jenner empire is ferociously multiplying for an entirely different reason – their business acumen.

From makeup to media, the clan took their collective estimated $US5 billion ($A7.32 billion) sales empire to another level in 2023, rebranding from cheap and mass to a more upscale market.

Billionaire Kylie Jenner launched designer clothing label Khy, while Kim Kardashian’s Skims and SKKN by Kim touted major expansion plans. Kim even made a play for a controlling share in the later (she also continued growing her private equity fund, SKKY Partners, which invests in new businesses).

Kendall Jenner, Kim Kardashian and Kylie Jenner attend the 2023 Met Gala. Picture: Kevin Mazur/MG23/Getty Images

Supermodel Kendall Jenner’s tequila brand 818 went international, launching into Australia among other markets outside the US.

And Khloe Kardashian continued the success of her body inclusive range, Good American, while Kourtney Kardashian Barker grew on the success of media brand Poosh and her vitamins venture, Lemme.

The Hollywood family will not be slowing down in 2024, where much of the groundwork they have laid is expected to crystallise into an even greater fortune.

FASHION

By far the most lucrative of the Kardashian businesses is Kim’s “solutionwear” brand, Skims, worth $US3.2 billion ($A3.68 billion).

While it started strictly as intimates and shapewear, Kim expanded the brand into loungewear and lace, which led to huge success in 2023, including an 86 per cent spike in sales year on year to April, Time reported.

Kim Kardashian at last February’s Skims Valentine's Shop Pop-Up in Los Angeles. Picture: Stefanie Keenan/Getty Images

Reflecting on the growth of Skims, Kim spoke to Time (which this year named Skims one of its 100 Most Influential Companies of 2023) about her evolution as a business mogul.

“I think at the beginning, when I didn’t really understand where my path or my career was going because I was just kind of winging it, I would do licensing deals with a lot of different companies that would contradict themselves, like a cupcake brand with a weight loss pill at the same time,” Kim said in April.

“I wanted to eat that cupcake, but I also wanted to lose weight. I think people maybe have appreciated or seen growth and an evolution.

“And I think that people can see the work in it.”

In October, Kylie unveiled her first move into fashion since she and her sister, Kendall, had their now-defunct Kendall + Kylie, a teen-focused line for US retailer PacSun.

Dubbed “Khy”, in reference to Kylie’s nickname, she told US Vogue that demand for the brand’s 12-piece debut collection (it goes up to a size 4XL) – which was likened to the “quiet luxury” trend of 2023 – was “greater than I could have ever imagined”.

Later, in an interview with American Elle, Kylie said: “The size range wasn’t even a thought or discussion – it was a mandatory thing for my line to be inclusive”.

Kylie Jenner at Paris Fashion Week 2023. Picture: Jacopo Raule/Getty Images

Kylie Jenner in an outfit from her Khy line. Picture: Instagram

“My whole goal for the brand is to collaborate with amazing designers and also do collections that are independently designed and make great fashion pieces accessible for everybody.

“How do we make the best stuff that feels so luxurious and looks amazing that everyone can experience?”

While not as high-profile as Khy or Skims, Khloe continued her comparatively quiet success in the fashion space with Good American – the size-inclusive and body positive range of denim, basics and shapewear (spanning XXs to 5XL sizing) which launched in 2016.

BEAUTY

A key part of where the Kardashians – namely, Kim and Kylie – make their money is in beauty.

Not only do they influence trends, they are sellingthem.

Last year, Kim launched SKKN by Kim – a nine-step skincare line (spanning an $85 face cream and $90 hyaluronic acid serum) to replace her previous cosmetics businesses, KKW Beauty and KKW Fragrance.

Kim Kardashian tries out a SKKN by Kim product. Picture: Instagram

Part of the SSKN by Kim range. Picture: Instagram

Then, by July, Kardashian was reportedly in talks to buy back the stake of SKKN by Kim from French-American beauty giant Coty.

Coty, which owns makeup brands Max Factor and CoverGirl, had acquired a 20 per cent share of SKKN in 2020 at a $US1 billion ($A1.46 billion) valuation. The terms of a sale were never made public, and neither Kim nor Coty has commented on the record.

In June, Kim confirmed she has plans to expand SKKN by Kim into cosmetics and fragrance.

Of course, Kim is not the only Kardashian to make moves in beauty – Kylie’s Kylie Cosmetics and Kylie Skin brands were one of the family’s OG moves into cosmetics.

In September, it was reported that Kylie was exploring the possibility of buying back the 51 per cent ownership from Coty – Coty had bought the stake for $US600 million ($A878,190 million) in 2020.

LIFESTYLE

It’s the booze brand that went viral as much for its trendy merchandise (including bottle green 818-branded caps) as for its high-profile owner … and its low-key launch in 2021.

Kendall quietly expanded her 818 Tequila brand down under this year, inking deals with Liquorland and First Choice Liquor, among other Australian retailers, and throwing a party at “it” Sydney venue, Oxford House.

Kendall Jenner. Picture: Pietro S. D'Aprano/Getty Images

Elleny Kourtis and Cassie James at the 818 Tequila Australian launch. Picture: Supplied

“We are thrilled to be launching in Australia and we hope that 818 will find success here as it has all over the world,” Kendall – who is also creative director of high-fashion retail site, FWRD – said in October.

“818 is all about a sense of community and bringing people together, and we think our ethos aligns perfectly with the Australian consumer.”

At the other end of the health spectrum is Kourtney – who recently gave birth to her fourth child, Rocky (her first with husband Travis Barker) – and her vitamin business, Lemme, and her Goop-style website, Poosh.