Back in October when she announced that Keeping Up with the Kardashians, the longest-running reality TV show, was ringing down the curtain, Kris Jenner acted coy about speculation that she was working on her own skincare launch.

US fashion bible WWD recently quoted an insider with links to the family as saying – “It’s a great idea if you want to sell very expensive products for mature skin, who would be better?”

The 65-year-old momager of the Kardashian clan has warmed to the project and filed several trademarks, including “Kris Jenner Skincare”, “Kris Jenner Beauty” and “Kris Jenner Skin”. TMZ, the online tabloid newspaper, also reports that Jenner has her eye on fragrances and nail products, too.

There’s no one better to launch a new brand, either. The Kardashian matriarch is widely credited with being the brains and driving force behind the collaborations and brands of her daughters – Kim, Kylie, Kendall, Khloe and Kourtney.

Jenner helped to broker US$800 million deals with Coty for shares in Kylie and Kim’s brands and the multinational officially made her the CEO of Kylie Cosmetics.

The Kardashian/Jenner portfolio now extends to eight brands – KKW Beauty, KKW Fragrance and Skims Shapewear from Kim Kardashian-West; Kylie Cosmetics, Kylie Skin and Kendall + Kylie from Kylie and Kendall; Good American, a clothing line from Khloe and Poosh, a lifestyle e-commerce website, from Kourtney.

Jenner took her first step into the beauty business with a collaboration with Kylie in 2018. Called the Kris Collection, it featured a range of lip products.

There’s no guessing how the new Kris Jenner brands will be promoted. Social media has been the major springboard behind all of the brands and businesses of her daughters and the momager is bound to follow suit as the fastest way to get her message across.

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