Don't get me wrong, building a sustainable beauty brand on is no small feat. However, her family name alone is like inheriting a gigantic free marketing budget.
Remember that things that aren't money can have a lot of value, like followers and viewers.
Let's say right now I figured out how to produce the greatest beauty products in the world. They beat all competitors by a significant margin and cost less. They're available on my website right now.
How much money would I have to spend in order to start from zero and sell a few million units? It would definitely cost me thousands if not millions to start a national advertising campaign. Kylie didn't have to spend anywhere near as much as other equivalent companies to build its sales.