Do you know about the KKW Company?
If you’ve watched “Keeping Up With the Kardashians” (and who hasn’t?), you’ve likely witnessed sisters Kylie and Kim touching base with the larger teams behind their uber-popular beauty brands, Kylie Cosmetics, and KKW Beauty. Onscreen, of course, the meetings are cut short—quick snapshots and a few lines exchanged without much context given to flesh out the other players gracing the camera. Their product launches and pop-up openings come and go at warp speed—but what it takes to bring these ideas to life, and the people involved in doing so, goes unseen.
That’s exactly how Seed Beauty, the company behind both Kylie and Kim’s brands, wants it to be. Founded by siblings Laura and John Nelson in 2014, the beauty brand incubator is responsible for much of these brands’ success. Seed made its debut with Colourpop, an instantly buzzy cosmetics company whose success is founded on strategic influencer partnerships.
One of the first brands to trumpet the liquid lipsticks that would become a Kylie Cosmetics staple, Colourpop has collaborated with beauty vloggers like Kathleen Lights and Jenn I'm. It now has 5.9 million followers on Instagram, toppling the fanbases of onetime beauty juggernauts like Estee Lauder (2.6 million followers) and Revlon (1.6 million followers). Partnering with the Kardashian-Jenners took this model to the next level.
“At its heart, Seed Beauty is an entrepreneurial brand lab,” explains Jodi Katz, a beauty industry expert and the founder and creative director of Base Beauty Creative Agency. “Its whole reason for being is to not follow any industry rules.”
Seed’s sibling co-founders were inspired to launch the business after honing their craft while running Spatz Laboratories, the beauty industry supply company owned by their father. But they put a distinctly millennial spin on their father’s model: As the beauty bubble grew online, fueled by the rise of trend-driven YouTube and Instagram tutorials, the Nelsons saw an opportunity to manufacture products inspired by whatever was currently making waves on social media. Given that over 55 percent of people now say social media is the driving force behind their purchasing decisions, the timing was ripe.
The real key to Seed’s success—and the reason the Kardashians courted them—was speed. “There was an opportunity to bring the fast-fashion model to beauty,” says Laura Nelson, president, and co-founder of Seed Beauty. While many brands now look to social media for product inspiration, Seed was doing so at a much quicker pace than the industry was used to, one better suited to a digitally native generation.
Today, the company boasts that it can take a product from concept to creation in a mere five days—a speed at which other companies, like E.l.f. Beauty and Winky Lux, are now trying to recreate. Given that traditional beauty companies like Estee Lauder and L’Oreal often take up to two years to develop and launch new products, this timeline is a feat.
It helps that Seed has total control of its manufacturing process, working on everything from product development to marketing, all under one roof on a 200,000-square-foot campus in Oxnard, Calif. All of its six brands—alongside the aforementioned three, there are a few hush-hush brands in development—are also digital-first, allowing each one to develop new products quickly and launch them immediately.
Top Best Fragrance of KKW Fragrance:-
1. KKW Fragrance Crystal Gardenia Eau de Perfume
| Price: | ($34.51 / Fl Oz) |
A shapely, lavish, and ladylike aroma. Crystal gardenia offers a top note of water lily inspiring a lavish, wet petal impact to the opening. Immortal Gardenia, Tiara Flower, and Velvet Tuberose bring a trio of white florals to the heart offering an opiate plushness and fantastic sillage. Warm Woods and Skin Musk give a forming impact on the mark finish. To buy this delightful fragrance of KKW, click here👈
2. KKW Fragrance Body Eau de Perfume
| Price: | ($23.76 / Fl Oz) |
3. KKW Fragrance Diamond Trio Eau de Perfume
- KIM A new white flower bundle
- KLHOE A straightforward flower bouquet
- KOURTNEY A shining oriental gourmand
Comments
Post a Comment