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In the past decade, Kylie Jenner has rebranded herself from reality star to business mogul. Every entrepreneurial venture Kylie has touched so far has turned to digital gold. Now, word on the street is that her daughter Stormi Webster may be following in her mom’s footsteps with the launch of her own brand.
Kylie hinted at Stormi’s brand in part two of her Youtube series Inside Kylie Cosmetics. The mini-documentary — directed and executive produced by Michael D. Ratner and his OBB Pictures, the same team behind the Justin Bieber and Demi Lovato documentaries — looks back at the growth of Kylie’s beauty empire ahead of the brand’s relaunch on July 15. In the video, we get a peek at Stormi’s very own office-meets-play area and Kylie reveals that Stormi’s project is in the works.“She’s actually launching a little secret brand soon that we’ve been working on for a while,” Kylie tells the camera.
Especially considering that Stormi already has a Kylie Cosmetics collab under her name, nothing is truly off the table and even lighthearted jokes can turn into business realities in the Kardashian-Jenner clan. In fact, in part three of her docuseries, Kylie dropped a pretty big hint that the brand could be the mysterious Kylie Baby company she’s been working on. Back in May 2019, Kylie trademarked Kylie Baby for items like beauty products, clothing, and strollers. She also tagged @kyliebaby in an adorable bath time Instagram pic of Stormi back in June.
In the new video, Kylie confirmed that the IG post was indeed the first Kylie Baby teaser. “I just took this picture of Stormi and I was using some Kylie Baby products. I could post on Instagram and tease Kylie Baby,” she said. Despite having zero posts or a profile picture, the verified account has racked up over 800,000 followers already. “The Instagram’s not even ready yet. It’s verified but I haven’t confirmed anything Kylie Baby,” said Kylie.
In Kylie’s Youtube series, we learn that Stormi is essentially a protegée in the making. Kylie Cosmetics' Chief Commercial Officer, Megan Mildrew, shared that Stormi has been a regular at meetings since she was a baby and even joked that “one day we’ll all be working for Stormi.” Launching a brand at the tender age of three would undeniably be a major flex. While we patiently wait for Kylie Baby (or Stormi's brand) to drop, now is the perfect time to browse through the Kylie Cosmetics relaunch, which features new formulas and packaging.
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Originally Appeared on Teen Vogue