Though the 20-year-old (who turns 21 in August) grew up in the spotlight of E! shows and the shadow of her sisters’ (and father’s) fame, Jenner has made it clear she is a force to be reckoned with — perhaps even the force to be reckoned with. While it may seem crazy to call her fortune “self-made,” as she was a child when her family rose to fame, the youngest member of the Kardashian-Jenner clan’s massive fortune is not an inheritance. Forbes estimates Jenner’s net worth is $900 million — more than double the estimate for her sister, Kim Kardashian West, who was valued at $350 million by Forbes this year.
Jenner’s financial status is the epitome of how millennials are changing the world of business. Owned solely by Jenner herself, Kylie Cosmetics sits at the perfect intersection of online shopping and social media in the digital age. Her brand, managed by the Kardashian/Jenner family’s “momager” Kris, is marketed primarily through Jenner’s personal Instagram, Snapchat and Twitter accounts.
It’s more than Jenner’s own brand being marketed on her Instagram, though. According to People, posts on Jenner’s Instagram, which currently has 110 million followers, are worth “$1 million of traditional ad spending.” This valuation by media analytics company D’Marie Analytics places Jenner as “the highest-valued influencer currently on social media today,” the firm said earlier this year.
The wild success of Jenner’s celebrity has been growing steadily since she launched her cosmetics brand. In 2017, she was the youngest person named on Forbes‘ 2017 highest-paid celebrities list, ranking at No. 59. Now, if her growth continues, Forbes estimates Jenner will reach $1 billion this year.
What’s striking about Jenner’s fame, on the tails of a family “famous for being famous,” is that it breaks barriers of gender in business. If she reaches billionaire status in the next two years, she will defeat Mark Zuckerberg’s title as the world’s youngest self-made billionaire, as he was 23 when he hit the milestone.
Here’s what we know about how Jenner makes and spends her millions:
Jenner is at the helm of two successful brands
Jenner’s largest revenue stream is her cosmetics brand, Kylie Cosmetics, which Forbes estimates is worth $800 million. The company launched in 2016, and sells lip kits, eyeliners, eyeshadow palettes and other beauty products online. Kylie Cosmetics maximizes its profit by using a third-party company, Shopify, for all order fulfillment and sales, according to Forbes.
And she not only runs the company, but is also in charge of its marketing campaigns — all promotions are done through Jenner, who keeps fans updated on new product lines and sales through her Instagram and Twitter.
Kylie Cosmetics is not Jenner’s first (nor only) business venture. The 20-year-old business mogul worked with her older sister Kendall Jenner to create the clothing brand Kendall and Kylie in 2015. Sold in both major department stores like Nordstrom, Saks Fifth Avenue, as well as smaller shops like PacSun, the casual line includes accessories, shoes and clothing. Kylie Jenner told Women’s Wear Daily in 2017 that they felt confident as the brand took off. “We have a few years now under our belt and definitely feel like we’ve hit our stride,” Jenner told WWD.
Like many celebrities, she also sells her own merchandise. The Kylie Shop sells things like keychains, hats and phone cases — all advertised on Instagram, of course.
For other brands, Jenner’s social media is prime real-estate
The D’Marie Analytics report comes as no surprise for anyone who follows Jenner’s Instagram. Amid the selfies, mirror pics and lipstick swatches, there is branded content galore, advertising a mix of high-end lines like Quay sunglasses and more affordable brands like Fashion Nova.
As Jenner gains more followers and her posts become more widely seen, the money she can earn from each sponsorship increases. Forbes estimated in 2016 that almost 20% of Jenner’s annual earnings came from her endorsements on social media.
She loves expensive cars — and dogs
It’s no secret that celebrities love buying expensive cars, and the Kardashian-Jenner family is no different.
Jenner reportedly owns more than 10 cars, many of which are housed in the large garage of her $12 million mansion in Hidden Hills, Calif. According to Life & Style, the newest addition to her collection is a black $1.5 million Ferrari LeFerrari. The car was reportedly given to her by her boyfriend Travis Scott, who is the father of her baby, Stormi. Some of Jenner’s other vehicles include a black and orange Lamborghini Aventador, which costs around $400,000, and a silver 488 Spider, which costs around $300,000.
Jenner’s love for cars is, of course, rivaled by her passion for her pets. Jenner, who recently gave birth to her first daughter, Stormi, has always loved animals — she and her sister Kendall got their own first dog in 2011. The Chihuahua was named Dolce, and the girls have been dog-owners ever since. People reports that Jenner now owns nine pets, which includes dogs, a chicken and a bunny. In 2015, Jenner and her then-boyfriend Tyga purchased a $50,000 Merle English Bulldog, according to People.
Two of her dogs, Norman and Bambi Jenner, even have their own Instagram account with almost 500,000 followers.