Kris Jenner, the matriarch of the Kardashian-Jenner clan, is often underestimated as “just a mom.” But behind that perfectly curated façade is a marketing mastermind who turned her family into a global media empire.
She literally transformed her kids into mega brands.
And what’s even more impressive? She did it all while juggling motherhood, divorces and a rapidly evolving media landscape.
Kris Jenner isn’t just a momager. She’s the brain behind her kids’ successful ventures and owns a 10% stake in all her kids’ ventures. Mind you, all her kids are billionaires. So, imagine the amount of money she makes.
This Mother’s Day, let’s dive into how Kris Jenner became the woman who built an empire—and the lessons every marketer can learn from her.
Table of contents
- How Homemade Brownies Sparked Her First Win
- The Big Pitch That Changed Everything
- Launching Kylie Cosmetics With Scarcity, Hype & a Whole Lot of Lip Kits
- Disrupting Shapewear Market with SKIMS
- Selling the Lifestyle Through Kardashian Kloset
- Why Every Marketing Manager Should Study Kris Jenner
- Final Thoughts
How Homemade Brownies Sparked Her First Win
Long before she was negotiating million-dollar brand deals, Kris was just trying to score a better flight route. Back in the ’70s, she worked as a flight attendant for American Airlines. The dream route? Los Angeles. The catch? It was only for senior staff.
Now, Kris could’ve just accepted it. But nope—she walked right into the scheduling office with a smile and a box of homemade brownies. Not to bribe anyone (wink), but to charm them. And guess what? It worked. She landed a spot on the substitute list and started flying to LA.
It was a glimpse of her future playbook—lead with personality, use what you’ve got (even brownies) and don’t wait for doors to open. Bake your way in if you have to.
The Big Pitch That Changed Everything
Fast-forward to 2007 and the Kardashian name wasn’t exactly a brand yet. It was floating around the tabloids, sure, but Kris saw something bigger. When a personal scandal involving Kim hit the headlines, Kris didn’t hide from the media. She leaned in and pitched the idea of a reality show to Ryan Seacrest. Not to clean up the narrative—but to own it.
That’s how Keeping Up with the Kardashians was born.
And what started as just another reality show quickly turned into a brand-building machine. Each family member became their own product. Kris turned her daughters into business verticals—Kim as the beauty mogul, Kylie as the Gen-Z queen, Khloé with her fitness glow-up and so on.
She wasn’t just managing personalities. She was managing brands.
Launching Kylie Cosmetics With Scarcity, Hype & a Whole Lot of Lip Kits
If there’s a marketing case study that needs to be in textbooks, it’s this one.
In 2015, Kylie Jenner launched her first Lip Kit. It sold out in less than a minute.
Yes, she had an enormous social following. But the genius wasn’t just in the hype—it was in the strategy. And you guessed it, Kris Jenner was behind the scenes as the engine of the entire operation.
Here’s what she got right:
- Scarcity drives demand: Only a few thousand units were launched initially. The result? Insane FOMO.
- Influencer as the brand: Kylie didn’t just endorse the product. She was the product. The Lip Kit wasn’t about lipstick—it was about becoming Kylie.
- Owned channels first: All promos were done via Kylie’s Snapchat, Instagram and YouTube. No traditional media buys. No middlemen.
- Momager-CEO partnership: Kris handled operations, legalities, contracts and scale, so Kylie could focus on engagement.
By 2019, Kylie sold a majority stake in Kylie Cosmetics to Coty Inc. for a cool $600 million. And momager Kris Jenner had a major role to play in it.
Disrupting Shapewear Market with SKIMS
Next up: SKIMS. Now, this wasn’t your regular celeb fashion line. SKIMS disrupted an entire industry.
The vision was clear: make shapewear that was inclusive, comfortable and actually cute. No more one-size-fits-all beige nonsense.
Kris was instrumental in building the brand’s foundation. From the product range (that actually caters to all body types and skin tones) to strategic celebrity endorsements, SKIMS did it all right.
And the marketing? Oh, it was a chef’s kiss. Think: minimal aesthetics, viral campaigns and a strong social media presence that felt real. No frills. No fakery. Just vibe, value and vision.
SKIMS was recently valued at over $4 billion. That’s not just smart fashion—it’s textbook brand building.
Selling the Lifestyle Through Kardashian Closet
Another feather in Kris’s very chic cap is Kardashian Kloset—a resale site that lets fans buy pre-loved designer pieces straight from the Kardashian fam’s wardrobes.
But make no mistake—it’s not just about selling old clothes.
This was yet another smart move by Kris. Here’s why it worked:
- It pushed the idea of sustainable luxury, which is so on trend right now.
- It gave fans direct access to the “Kardashian lifestyle” without launching a new product line.
- And let’s be honest—those designer pieces weren’t doing much sitting in a wardrobe.
It was another revenue stream. Another brand extension. And another lesson in how to monetise your personal brand in literally every way possible.
Why Every Marketing Manager Should Study Kris Jenner
Look, whether or not you’re into reality TV, Kris Jenner deserves a seat at the marketing table. Because she gets what most people don’t: attention is currency. And she knows how to keep it. Convert it. Scale it.
Here’s what you can take from her playbook:
- Own your narrative – Don’t wait for the media to shape your story. Get ahead of it.
- Turn moments into movements – Whether it’s a lipstick or a closet, make it feel bigger than the product.
- Keep it in the family – Build a brand ecosystem. Cross-promote. Leverage every channel.
- Adapt like a pro – From tabloid scandals to billion-dollar deals, she’s always three steps ahead
She doesn’t just market products. She markets moments. And that’s what makes her a master.
Final Thoughts
On this Mother’s Day, let’s raise a glass to Kris Jenner—the ultimate momager. She didn’t just raise a family; she built a dynasty. She taught us that with creativity, strategy and a hell of a lot of hustle, you can turn anything into a billion-dollar idea. Kris is proof that being a mom and being a marketing mastermind aren’t mutually exclusive—they can be powerfully intertwined.
If you’re in marketing, look no further than Kris Jenner for inspiration. Whether it’s building a brand from scratch or knowing how to position yourself in a saturated market, Kris has shown us all how it’s done.
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Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...