How the Kardashians have Changed the Aesthetics Industry

Kanvas Cosmetics

They are one of the most recognisable names and faces in the world. Their rise to prominence through their reality show barely scratched the surface of the empire that was about to be created from their family name. For better or worse, you know at least one member, and the impact they have over the landscape of Western pop culture and beauty. 

The Kardashian-Jenner clan are undeniably famous not only in the United States but across social media, as well. As of January 13, 2019, Kim Kardashian West is the 6th most-followed user on Instagram with 125 million followers, only to be followed by Kylie Jenner in 7th place with 124 million followers. The rest of their sisters have their own spots on the Instagram hit list. There's no doubt that the Kardashian-Jenners are social media queens, and their influence is prevalent in the beauty, makeup and up and coming aesthetics markets. 

On Instagram alone, you'll see hundreds and thousands of models, bloggers, and influencers who are mirroring the Kardashian-Jenner aesthetic and lifestyle. From the glamorous, hyper-contoured makeup looks (arguably made famous by Kim Kardashian West and her long-time makeup artist Mario Dedivanovic) to the minimalist yet high-fashion wardrobe that they often sport (backed by Kanye West's own fashion line, a Kardashian-Jenner by proxy), there are millions of people who adore this family and emulate their lives.

The KKW Creme Contour and Highlight stick, Kylighters and Lip Kits have paved the way for high cheekbones, chiseled jaws and juicy lips to be the epitome of mainstream beauty. Such products are merely a drop in the ocean of what has become less of a craze and more of an initiation into the aesthetics world. What better way to signal a foray into the makeup world than with a product synonymous with their overall brands? 

The aesthetic industry has seen an explosion of twenty-something-year-olds wanting the stereotypical Kardashian-Jenner features. Taking inspiration from the clan with “The Kim K” or “Kylie Package” and being the queens of the ‘10 year transformation’ craze, we can only see why. 

What is it about them that has captivated hundreds and millions of people all over the world? On their part, they have business mindedly taken advantage of their over-exposure. Because their lives are being broadcasted weekly for millions to see, we're able to observe how they've changed over the year and each new 'thing' garners more attention than the last.

You've probably seen similar-sounding headlines before, how X's appearance has changed drastically over the years backed by a photo slideshow, or how Y denies getting work done on their nose or jaw. Despite the controversy, the thousands of articles dedicated to chronicling the family's physical changes show how enamoured we are by their beauty and physicality. Every time a Kardashian or Jenner steps into the spotlight, we clamour over their latest look, and they know it. Based on all the noise-making, it seems like the natural next step for them to venture further into the beauty industry. 

The launch of Kylie Cosmetics back in  2015 was the catalyst of a massive shift in the beauty world. From such a simple product, now famously called the Kylie Lip Kit, came the trend of big lips. In hindsight, big lips are arguably not a 'trend', but with the young reality star pulling focus on her lips to promote her brand, it became mainstream. Soon, big lips were an 'it' factor (along with the trend of having thick, lush brows that came before it). Lots of young women wanted big lips like Kylie, and many measures were explored: from the overlining the lips with makeup, to getting lip fillers, to the questionable Kylie Lip Challenge.

In between these great product launches were equally successful collaborations with family and friends, further solidifying her status as a makeup mogul. This was the most significant message she threw out into the world—that she wasn't just a trend- and she was going to stay in the game for a long time, featuring in Forbes’ headline as “set to be the youngest-ever-self-made billionaire” at just 21. 

No matter your stance on the Kardashian-Jenner clan, you can't deny that they're a part of the ever-evolving beauty scene, and they've changed how we perceive beauty. Where this goes next, no one knows, but we'll be watching.

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