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The year 2020 was also defined by the global pandemic, a context that makes Jenners financial success even more remarkable. While many brick-and-mortar businesses suffered, Kylie Cosmetics thrived. The shift to online shopping became the primary mode of consumption, a realm where Kylie, with her massive Instagram following, was already king. Her ability to drive traffic directly to her website turned a global crisis into an opportunity. Lockdowns meant people were spending more time on social media, and Jenner was the queen of that ecosystem. She didn't just sell products; she sold a lifestyle, a feeling of exclusivity and aspiration. Her net worth grew not in spite of the pandemic, but, counterintuitively, because of the unique conditions it created.
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