When Kylie Jenner’s app shot to the top of Apple’s App Store, she couldn’t open her eyes. She was getting her lashes done. Her friends began to scream. She began to scream. You’re number one, they said. You’re number one. “I did not expect that at all,” Kylie tells me. “That was really, really exciting for me.” Kylie, 18, is an entrepreneur. She’s a model. She’s a personality. She’s a star. You might know her as the youngest sister in the Kardashian-Jenner clan—the overexposed American family that only gets more famous—but she’s special, too. Unlike Kourtney or Kim or Khloé, Kylie was born and raised in the online era. She’s a social media native. And she has lots of fans—many who are digital natives, too.
At an Apple event in New York last week, the five sisters from E!’s hit show Keeping Up With the Kardashians announced the launch of their very own digital hubs. Kim, Khloé, Kendall, and Kylie launched sites and apps based on their individual styles, interests, and lives. (Kourtney’s app is scheduled to come later this year.)
Part digital diaries, part lifestyle brands, the apps are all about, well, them. Each is free to download, but users must pay $2.99 a month to access all the content. In Kylie’s app, I can see clothes, accessories, and even snacks that Kylie recommends I buy. (With a few clicks, I can do just that.) It’s unclear if Kylie gets paid to list certain items, but they mimic her interests and style.