The marketing strategy of Kylie Cosmetics. What did she do for her billion empire?!




In the digital age, social media has become an integral part of our lives, offering vast opportunities for businesses to make connection with their target audience. One brand that has successfully capitalized on this trend is Kylie Cosmetics. Founded by reality T.V. star and entrepreneur Kylie Jenner, Kylie Cosmetics has gained immense popularity through its effective social media marketing strategy. In this blog post, we will look into the critical elements of Kylie Cosmetics’ marketing approach across various platforms and extract valuable insights that can be applied to your brand.

Kylie Cosmetics Marketing Strategy on Instagram:

  • Building a Strong Community: With a staggering 25.7 million followers on Instagram, Kylie Cosmetics has established a robust community of loyal customers. The brand effectively utilizes Instagram Stories to showcase its wide range of cosmetics, making it convenient for customers to access product links and make direct purchases. Moreover, by collaborating with influencers, Kylie Cosmetics leverages the power of word-of-mouth marketing, especially among its target audience of millennials and Gen Z. Finding the perfect ambassador for your brand can be challenging. Still, social listening tools like Radarr can assist in identifying suitable partnerships.
  • Transparency and Authenticity:Kylie Cosmetics believes in openness and frequently provides behind-the-scenes glimpses of its operations on Instagram. This strategy helps to build trust, generate brand loyalty, and humanize the brand in the eyes of its followers. Drawing from this, you can also glimpse your brand’s behind-the-scenes activities to foster a deeper connection with your audience. Instagram reels can be a valuable tool for educating your audience on product usage, just as Kylie Jenner does by simplifying makeup techniques for her followers.

Key Takeaways from Instagram Marketing:

  1. Utilize Instagram Stories and Highlights to showcase your latest collections and provide direct shopping links.
  2. Embrace influencer marketing to expand your reach and build trust among your target audience.
  3. Foster brand loyalty and humanize your brand by sharing behind-the-scenes content.
  4. Leverage Instagram reels to educate your audience about your products or services.

Kylie Cosmetics Marketing Strategy on Twitter:

  • Educating and Building Trust: Kylie Cosmetics uses Twitter to share videos where influencers inform viewers about the brand’s products. This strategy effectively convinces existing and potential customers about the quality and benefits of their offerings. Customer retention is a significant focus of Kylie Jenner’s social media marketing strategy, and she uses social listening tools to engage with customers and participate in relevant conversations actively. By asking questions and interacting with your audience on Twitter, you can gain qualitative insights into your customers’ preferences and enhance your brand image.
  • Building Credibility and Promoting Offers: Despite being a well-known brand, Kylie Cosmetics shares customer testimonials on Twitter to reinforce credibility. Harnessing the power of customer recommendations is vital, as consumers often trust each other more than brands when making purchasing decisions. Additionally, Kylie Cosmetics utilizes Twitter to promote ongoing deals and offers, recognizing that customers spend significant time on social media. Promoting your offers on social media platforms like Twitter can increase visibility and drive engagement.

Key Takeaways from Twitter Marketing:

  1. Utilize Twitter videos to educate your audience and introduce them to your products.
  2. Interact with your customers actively to retain existing customers and attract new ones.
  3. Share customer testimonials on Twitter to enhance credibility among a wider audience.
  4. Promote ongoing deals and offers on Twitter to leverage the platform’s broad user base.

Kylie Cosmetics Marketing Strategy on Facebook:

  • Video-Centric Approach:Kylie Cosmetics’ Facebook page boasts over 100 videos featuring tutorials, product spotlights, user-generated content, and product launches. Video marketing is essential for beauty brands, and it allows you to leverage social listening tools to identify ongoing trends and preferences. The brand also maintains a Facebook group called “Kylie Cosmetics,” which serves as a platform for engaging with customers, addressing queries, offering exclusive discounts, and sharing user-generated content. social media Groups can be a powerful tool for creating a community around your brand and fostering customer loyalty.
  • Leveraging Influencer Marketing:As Kylie Jenner is a famous influencer, Kylie Cosmetics benefits from her established presence and does not heavily invest in influencer marketing. However, the brand creates a sense of urgency by showcasing Kylie’s favorite products, capitalizing on her influence to drive customer purchases. You can adopt a similar strategy by associating your product or service with influencers and celebrities to increase credibility and generate interest.
  • Compelling Call-to-Action:Kylie Cosmetics includes a clear call-to-action (C.T.A.) feature on its Facebook page to guide users toward specific actions. A CTA button like “Shop on Website” can prompt visitors to take desired steps aligned with your business goals. Directing users to particular destinations can increase conversions and streamline the customer journey.

Key Takeaways from Facebook Marketing:

  1. Develop a video-centric strategy to engage your audience and showcase your products effectively.
  2. Establish a Facebook group to connect with customers, provide support, and share exclusive content.
  3. Leverage influencer marketing to create broader conversations around your brand.
  4. Utilize practical call-to-action buttons on your Facebook page to direct users toward specific actions.

Kylie Cosmetics Marketing Strategy on YouTube:

YouTube is a powerful platform for brand awareness and trust building, and Kylie Cosmetics recognizes its potential. While the official Kylie Cosmetics YouTube channel may be less active, Kylie Jenner’s personal YouTube channel has a substantial subscriber base, with over 12.2 million subscribers. Let’s dive into the details of Kylie Cosmetics’ marketing strategy on YouTube and how it effectively utilizes the power of video content.

  1. Featuring Kylie Jenner: Building Trust and Credibility
    • Kylie Jenner’s personal YouTube channel allows her to feature herself in videos, which creates an emotional connection with the audience.
    • By showcasing herself using Kylie Cosmetics products, she inspires customers and builds trust, reinforcing the brand’s authenticity and credibility.
  1. Introducing New Product Ranges: Showcasing the Latest Collections
    • Kylie Cosmetics utilizes YouTube to introduce viewers to new product ranges and collections.
    • These videos provide an in-depth look into the development process, highlighting the effort and creativity behind the brand’s products.
    • By sharing behind-the-scenes footage, the brand engages viewers and strengthens their connection with the brand.
  1. Educational Content: Makeup Tips and Tutorials
    • Kylie Jenner conducts Q&A sessions on her YouTube channel, allowing direct interaction with her audience.
    • Viewers can ask questions, and Kylie provides valuable insights and advice about makeup and beauty.
    • This educational content establishes Kylie as an authority figure and builds community among her subscribers.
  1. Get Ready with Me” Videos:
  • Kylie Cosmetics utilizes YouTube to post “get ready with me” videos, where Kylie showcases her makeup routine using the brand’s products.
  • These videos allow viewers to follow along, learn makeup techniques, and see the products in action.
  • By sharing her expertise, Kylie educates her audience and encourages them to engage with the brand.
  1. Fostering a Loyal Community:
    • Kylie Jenner’s YouTube channel provides a platform for her to connect with her audience personally.
    • Through comments, likes, and shares, viewers can actively engage with the content and share their experiences with the brand.
  1. Establishing Authority:
  • By consistently providing valuable content and showcasing her expertise, Kylie reinforces her Authority in the beauty industry.
  • This strengthens the trust and loyalty of her subscribers, who see her as a reliable source of beauty knowledge.

Key Takeaways from YouTube Marketing:

  1. Experiment with different content strategies on YouTube, including behind-the-scenes footage, tutorials, and Q&A sessions.
  2. Be the face of your brand to establish trust, authenticity, and Authority.
  3. Leverage YouTube as a platform for brand awareness and connecting with your audience.

Kylie Cosmetics Marketing Strategy on Pinterest:

  • Visual Appeal and Traffic Generation:Pinterest plays a unique role in Kylie Cosmetics’ marketing strategy, facilitating faster lead conversion and sales. By creating visually appealing and high-quality content, the brand engages users and drives them to visit its website. Unlike platforms like Instagram, Pinterest allows direct linking to websites, making it an effective tool for increasing online traffic and sales. Sharing makeup tutorials and educational content on Pinterest helps to inform and engage customers effectively.
  • Board Organization and Targeted Content:Organizing boards on Pinterest based on audience, interests, or categories is a good practice. Kylie Cosmetics demonstrates this by categorizing boards such as “Kylie Skin,” “Face,” and “Eyes,” enabling users to find products quickly. Focusing on keywords relevant to your brand can make your content more accessible to your particular audience.

Key Takeaways from Pinterest Marketing:

  1. Utilize visually appealing content to engage Pinterest users effectively.
  2. Include website links under each pin to drive targeted traffic.
  3. Create boards to organize your content and make it easily accessible to users.


Kylie Cosmetics has undeniably mastered the art of social media marketing, utilizing platforms like Instagram, Twitter, Facebook, YouTube, and Pinterest to build a strong brand presence and engage with its target audience effectively. Key takeaways from their strategy include:

  • Leveraging influencers.
  • Providing transparent and behind-the-scenes content.
  • Engaging with customers.
  • Utilizing social listening tools to gather feedback.

By implementing similar tactics and adapting them to your brand, you can enhance your social media strategy and succeed in the digital landscape. Remember to stay authentic, provide value to your audience, and continuously adapt to evolving trends to stay ahead of the competition.


Mandy B.
Mandy B.https://iammandyb.com
Explore the world of MandyB, a 32-year-old entrepreneur, writer, and creative director. Follow along as she plays dress-up and shares her journey of making herself pretty while diving into entrepreneurship and creativity.
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