To anyone who was paying attention, 2016 was clearly dedicated to the rise of Kylie Jenner. Thanks to the launch of her beauty brand Kylie Cosmetics in 2015, Jenner's Lip Kits have soared in popularity. So it's not shocking that according to WWD, Jenner's Kylie Cosmetics has been named the Indie Beauty Brand of the Year.
Kylie Cosmetics' popularity was due in big part to the highly coveted Lip Kits that would sell out instantly—people even ended up stealing them off of porches. While the product sales of Kylie Cosmetics have been super successful, it's really the strategy that has made the company a major player contender in the beauty industry. This is due in part thanks to the limited amount of products the brand deploys at once (and every time they sell out in an instant).
When Jenner started her beauty brand, she seemed to be creating a company that allowed her fans to adopt a look like hers, but it didn't end there. Famous makeup artists and celebrities fawned over Jenner's products, making the brand more than just a treat for her followers. Congrats, Kylie!