This may be the most elaborate marketing stunt ever.
Source: Instagram.com/KylieJenner
Previously, in December 2015, Kylie Jenner, full-time social media queen, business mogul and er, 18-year-old, dropped her own range of lipsticks online and they sold out in ONE minute flat.
Kylie’s $29.99 'Lip Kit' (which is comprised of a matte lipstick cream and lip-liner) was launched via her website and people went crazy for it.
Granted, we’re sure that things are probably a little easier in the world of e-commerce when your big sister’s Kim Kardashian, but 2015 has firmly been the year of Kylie Jenner with her beauty routine having achieved cult status – not least thanks to the now-solved mystery of how she gets that famous pout.
Either way though, selling something in one minute? You've got to hand it her, it’s kind of impressive.
Source: Kyliejennerlipkit.com
Speaking on her website before the launch on Monday Kylie said: 'After two long years of dreaming about this, I am so excited to finally share my lip kit with you guys. The Kylie Lip Kit is a collection of shades and products I handpicked with an amazing team to design the perfect “Kylie lip”. I can’t wait to see how beautiful everyone is going to look.'
Reactions online ranged from confusion to complete despondency to full outrage as fans voiced their frustration at not being able to get their hands on the beauty product on account of Kylie’s website crashing within minutes of the launch.
And within minutes of the sale people were cashing in on the hype on ebay, posting adverts for the lipsticks for more than five times their original retail price. Yep. Some people were flogging the lipsticks for $250 each. Let thank sink in.
Kylie took to social media to reassure her fans that she’d have more in stock by Christmas but a lot of people couldn’t deal with the distress of not having their Lip Kit right now...
However, to fans of the youngest Jenner, the Lip Kit's success will come as little surprise. The teenager cultivated quite a buzz around her famous pout this year, initially putting her plumped lips down to the artistry of lipliner. However, Jenner set the record straight when she admitted to using lip injections when the ‘Kylie Jenner lip challenge’ took hold of the internet. The challenge saw legions of her youngest fans attempting to emulate her look by placing their lips in a cup or a shot glass until their lips swelled up. Yeah… That happened.
And far from being her first entrepreneurial foray into the world, Jenner previously tapped that Kardashian business-nous with a number of other lucrative endeavours. There's the best-selling app (which did better than Khloe and Kim’s, doncha know?) as well as her own range of hair extensions and a fashion collaboration with Topshop. And now she's ventured into world of beauty products.
The question is, what next?