Another day, another article on how the Kardashians are taking over the world. Even if you can't keep up with them, there's no getting around the power they wield over advertising, marketing, and retail America in general.
Economically speaking, Kylie and Kim's lip kits and contour sticks bring in a crazy amount of money on their own (talking numbers:
Kylie is charted to be a ). But more interesting are the brands that aren't directly linked to the Kardashian-Jenner name, but still benefit from Instagram #ad endorsements, interview mentions, or even just the rumor that Kim once used a certain powder to set her makeup (her longtime makeup artist billionaire before the age of 25 Mario Dedivanovic denies it).
Ahead, we've rounded up some of the beauty brands that you might not know about if it wasn't for the Kardashian fam. Hey, credit where credit's due.
The rumor that Mario Dedivanovic
uses the Ben Nye Banana Powder
(a yellow setting powder) helped the
stage makeup brand
make it mainstream. "The increase of Ben Nye Banana Powder sales is definitely linked to Kim Kardashian," says Anna Daoud McConnell, the VP of Product + Brand Development at
(a wholesale Ben Nye retailer). "Sales have been so strong on this item that we have a hard time keeping it in stock," she adds. "It continues to be our number one seller within the Ben Nye assortment, and it has been for the past couple of years."
Ben Nye Banana Powder,
We know Kim actually uses the Tatcha Luminous Dewy Skin Mist to set her makeup because she
showed all her Snapchat followers her entire makeup routine
, which included a liberal spritzing of moisturizing spray to finish. Unsurprisingly, the product tops the brand's best-seller list, and we have to think the Kardashian Snapchat confessional helped drive a lot of those sales.
Luminous Dewy Skin Mist,
Born out of the UK-based skin-care company Rodial, Nip+Fab got stateside recognition when Kylie Jenner became a brand ambassador. When Jenner posted an unsponsored Instagram of the Nip+Fab Dragon's Blood Serum, it blew up. “Nip+Fab was a relatively unknown brand in the US and Kylie just Instagrammed us to her 22 million followers, which in turn lead to over half a million likes," explained brand-founder Maria Hatzistefanis in her book
How to Be an Overnight Success. "
The result of the post was not just a lot of interest in our own @nipandfab handle, but also for our brand in general. The calls and email traffic we got from people wanting to find out more about our products went up dramatically," she added. Jenner soon was tapped to become a brand ambassador, and the Dragon's Blood Serum she promoted is now a best-seller.
Nip + Fab
Dragon's Blood Fix Serum,
Sugar Bear Hair
After trying them ourselves, we found that these Insta-famous tiny blue bears left us with a
sugar high and a few scattered breakouts
, but maybe it's just us, because the gummy vitamins are still popping up on the Insta-feeds of almost all the Kardashian-Jenners and every contestant who's ever been on
. The marketing campaign (that is, paying the Kardashians and other influencers to post) seems to be working, as Sugar Bear Hair has been the best-selling hair vitamin since 2016, which is exactly when the Kardashian's first started posting them. Coincidence? We think not.
Sugar Bear Hair
SugarBearHair Vitamins - 1 Month,
Ouai Ouai is, and always will be, attached to the Kardashians. Think about it — the founder of the brand is Jen Atkin, whose OG claim to fame is being the Kardashian's main hairstylist. So even if the sisters don't use the hair products themselves, people assume they do, which can only help boost sales.
Ouai Dry Shampoo Luxe Mini,
Anastasia Beverly Hills
You know that Anastasia Beverly Hills has a crazy cult-following, but what you might not know is that the brand founder, Anastasia Soare, got her start working on the
Kardashian girls' brows in the early '90s
. They sang her praises — and now the brand has 14.8 million Instagram followers (and the former Calabasas aesthetician herself has a net worth of $150 million).
Anastasia Beverly Hills
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