Who is Kylie Jenner?

At a glance

Kylie Jenner is a US-based beauty and fashion founder who posts as @kyliejenner to 381,303,288 Instagram followers, measured Aug 21, 2026. The account is verified and carries 7,386 posts. Her bio links two accounts and nothing else, @kyliecosmetics and @khy. She turned 29 in August 2026 and is based in the United States. She also runs a TikTok account, opened Feb 5, 2019 and measured at 59,700,000 followers on Sep 10, 2026, and a YouTube channel measured at 12,100,000 subscribers on Sep 4, 2026.

How the business was built

Her first product, the Kylie Lip Kit, went on sale on Nov 30, 2015. In November 2019 Coty announced it was buying 51% of Kylie Cosmetics and Kylie Skin for $600 million. Coty relaunched the line on Jul 1, 2021 with vegan formulas and put it into stores outside the United States for the first time, at Harrods, Selfridges, Douglas and Mecca. Khy, her clothing label, released its first drop on Nov 1, 2023, and Sprinter, a canned vodka soda she originated, launched in March 2024.

The feed alternates personal posts with her own launches

Her recent posts run from a birthday night on Aug 9, 2026 to a Kylie Cosmetics fragrance trio that reached Ulta Beauty stores on Aug 2, 2026 and a Khy footwear line she describes as handmade in Italy. The highest like count among the unpaid posts reviewed is 6,216,775, on the Mar 18, 2025 post announcing Khy Poster Girl.

The following has fallen every month since February 2026

The following ran 391,288,299 in February 2026, then 390,902,219, 390,478,016, 383,470,278, 382,463,019, 381,912,632, and 381,303,288 on Aug 21, 2026. That is 9,985,011 fewer followers in six months, a fall of 2.6%, with no month going the other way. The direction, not the headline count, is what a 2026 plan should be priced against.

Most of the commercial posting on this account is her own. The two accounts she tags most often are both companies she owns: @kyliecosmetics appears in 22.9% of her recent posts and @khy in 21.0%. Sprinter, the canned vodka soda she originated, appears in 2.9%.

Outside her own companies the account tags @ultabeauty in 10.5% of its recent posts, which is where Kylie Cosmetics sells, then @alo in 5.7%, @frankiesbikinis and @skims in 3.8% each, and @schiaparelli in 2.9%.

The disclosed paid work is older. There are 28 sponsored posts on record, running from July 2017 to April 2024 and averaging 4,368,600 likes. The named partners include Sam Edelman, with three #ad posts between Mar 11 and Apr 4, 2024, Glow, with disclosed posts in October 2022 and December 2023, and SugarBear Sleep in July 2020. Several are follow-loop giveaway posts carrying a paid tag, which is a different placement from a brand campaign.

The latest sponsored Instagram post reviewed is from Apr 4, 2024, more than two years before the account was measured. The TikTok sample includes two #DunkinPartner videos from July 2026 and a medicube post marked as sponsored on Apr 14, 2026. The three Instagram posts from 2024 averaged 2,696,622 likes against 4,368,600 across all 28 sponsored Instagram posts reviewed. These historical examples are not a benchmark for a 2026 placement.

What a placement reaches now is the number to plan against, and it is 13,678,230 average Reel views and 1,810,887 average likes, on a following of which 27.6% does not pass the credibility screen. Her own launches show the spread inside that: 144,047 likes on the Aug 6, 2026 fragrance post, and 6,216,775 on the Mar 18, 2025 Khy post.

Her audience carries its own brand affinities, and they rank Walt Disney first, then Apple, Nike, Starbucks and Adidas. That is a mass-market set rather than a luxury one, and it is measured on her followers rather than on her.

More than three quarters of the following is outside the United States

The United States is the largest single market at 23.1%, which leaves 76.9% somewhere else. Brazil is second at 9.9%, then the United Kingdom at 4.2%, Mexico at 3.9%, India at 3.6% and Indonesia at 3.3%. English is the top audience language at 51.3%, followed by Spanish at 13.7% and Portuguese at 9.2%. On 381,303,288 followers the US share is about 88 million accounts, and the Spanish and Portuguese speakers together are about 87 million.

Women aged 18 to 34, with 139 million men behind them

The split is 63.6% women and 36.4% men. The smaller side is still about 139 million accounts, so a product aimed at men is not automatically out of scope on an audience that reads as a women's audience. By age, 44.4% are 25 to 34 and 37.1% are 18 to 24, so 81.5% sits inside those two brackets and only 12.7% is 35 or older.

5.8% of the audience is 13 to 17

That is roughly 22 million accounts under 18. The share is small on an account this size and the absolute number is not, so anything age restricted has to be planned around it. Sprinter is a vodka soda, and it is tagged from this account.

Apparel interest runs ahead of beauty interest in her own following

Their measured interests run Friends, Family and Relationships 34.9%, Clothes, Shoes, Handbags and Accessories 30.4%, Restaurants, Food and Grocery 25.4%, Camera and Photography 24.0%, Travel, Tourism and Aviation 23.7%, and Toys, Children and Baby 23.6%. Beauty and Cosmetics is seventh at 23.3%. For the founder of a cosmetics brand that ordering matters, because apparel sits 7.1 points ahead of beauty among her own followers.

27.6% of the following does not pass the credibility screen

Credibility is measured at 72.4%, so 27.6% does not pass, about 105 million accounts. By follower type the split is 60.7% real accounts, 20.3% suspicious, 14.5% mass followers and 4.6% other influencers. The suspicious group on its own is about 77.4 million accounts. A campaign quoted against 381,303,288 followers is quoting a number that contains them.