Besides the money, the ultra-viral moments and the tabloid catnip,the Kardashians can claim responsibility for the return of bodycon, the normalisation of the selfie and the fetishisation of the hyper-hourglass silhouette. But without a film crew tracking their every move, what’s next for this sisterhood of social media-savvy millionaires?
“I wouldn’t say I ever considered quitting”, Khloé Kardashian, 36, tells me from her home in LA, though it will be difficult to say goodbye to the programme that made her name. “Filming KUWTK was such an amazing experience and I’m so sad to see it come to an end.”
However, she says that becoming a mother in the last few years has altered her priorities somewhat. Her daughter True, whose father is basketball player Tristan Thompson, turns three next month.
“After having True I had to learn to balance my time more because when it comes to my baby, she is the most important person who deserves my attention. It was really just all about me learning to set more boundaries, manage my time, so I could still give her the attention she deserves.”
Motherhood also inspired a shift in mindset. “When you’re pregnant, you start thinking about ways to better the world and yourself. I started caring about the environment more than ever before, and becoming a mum makes you really want the best for your children and the world they live in.”
With 132 million Instagram followers watching her every move, she has quite a platform from which to change the world. Besides the environment, Khloé is an advocate for body positivity. “I don’t want my daughter or her cousins to grow up thinking that you have to do this or eat that to look a certain way.”
While motherhood is “the most rewarding and beautiful gift you could ever receive”, it hasn’t all been smooth sailing. Postpartum hair loss proved stressful for Khloé, who struggled to find a solution that didn’t involve pumping her body with additives. Enter her next business opportunity, Dose & Co, a collagen supplement which launched this week in Holland and Barrett.
“I was experiencing postpartum hair loss and had heard so many amazing things about collagen but once I started researching, I was disappointed with how many artificial additives and fillers there are in so many collagens,” she explains. She discovered Dose & Co, founded by nutritionist Libby Matthews, and the pair soon partnered on a global distribution plan.
“We bonded over our pregnancies”, says Khloé. “I loved how clean, simple and accessible the products are. It’s done amazing things for my hair, skin and nails. I’ve seen such a huge difference in their overall health, and I think it’s really true that it all works from the inside out.”
So, what’s it like working with a Kardashian and their entourage? “We’re so lucky to have her in the Dose & Co team,” Matthews says. “She’s so creative and driven.”
Besides working on a wellness empire, it’s been a reflective year for Khloé. “It’s so important for my mental health to stay active, and this pandemic has really made that challenging. When it comes to social media, I like to just take a break and disconnect because none of that actually matters in the real world.”
For now, she’s spending as much time as she can outside. “I try and exercise every day, whether it’s a long walk with my family, pushing True around the neighbourhood in her stroller or getting some me-time in at the gym,” and stealing moments of peace. “I love to spend some quiet moments by myself for prayer and self-reflection.”
Post-KUWTK, Khloé is focusing on True and Dose & Co and is keeping shtum about her sister’s divorce from Kanye and what the final series will hold for her and her partner. “You’ll have to wait and see, but I think this is one of my favourite seasons yet.”
The Kar-Jenner empire in numbers
KKW Beautyby Kim Kardashian-West
Instagram Followers: 4.7 million
A line of skincare and cosmetics that promise Kim’s red-carpet worthy looks at home. The star recently sold a 20 per cent share of the company to beauty conglomerate Coty for $200 million, a sum separate to the income from her 72 per cent share of the company. With the most expensive “bundle” in the range selling for $366, this reality star must be selling a lot of beauty booty.
Skims by Kim Kardashian-West
Instagram followers: 2.5 million
Launched in late 2019, this range of nude body-shaping underwear and loungewear promising Kim’s hourglass silhouette reportedly made the reality queen$2 million in minutes on launch day. Now stocked on luxury fashion e-retailer Net-A-Porter, this venture is a step above her 2010 fashion collaboration with American retailer Bebe, that’s for sure.
Kylie Cosmetics by Kylie Jenner
Instagram followers: 25.3 million
Crowned the world’s youngest self-made billionaire by Forbes in 2019, Kylie is not a woman to be messed with. That year the selfie star sold a 51 per cent stake in the company to Coty for $600 million, and now reportedly owns 44.1 per cent of the business. According to Forbes, sales of the brand have dipped somewhat, but the business is still valued at $1.2 billion.
818 Tequila by Kendall Jenner
Instagram followers: 333,000
Kendall’s soon-to-be launched brand of tequila, handcrafted in Jalisco, Mexico, has caused a ruckus among traditional Mexican brands for her appropriation of the tipple. Nevertheless, subscribers to the brand’s launch newsletter are piling up, and despite only nine images on Instagram, it looks as though more than 300,000 people are keen to get their hands on it. Salud!
Poosh by Kourtney Kardashian
Instagram followers: 3.8m
Move over Goop, Kourtney is the new lifestyle guru intown. The digital platform, which offers readers advice and think pieces on allthings beauty, health and wellness related, hasoffered up virtual festivals and sells products bysmall business owners toturn a profit. Judging by Kourtney’s estimated net worth of $45 million, she’s doing something right.