I know. I know. Some of you would rather get a root canal than hear more about any of the Kardashians. Now that’s nothing against the seemingly ubiquitous, spotlight-grabbing family. No shade…for the most part.

Love ’em or hate ’em, we can learn a lot about business and brands from them. Nevertheless, I’m simply stating a fact. The Kardashian-Jenner clan seem to ignite strong emotions, either positive or negative. Rarely is there any in-between.

In this quick video, I break down what the younger daughter of Kris and Caitlyn Jenner has done extremely well and why small business owners and entrepreneurs should pay attention.

Kylie Jenner is all of 19 years old and quickly becoming a major force in the cosmetics industry. Yes, she takes a lot of selfies. Yes there is an art to doing this really well, which she does. Every selfie is not created equal, nor does every one lead to revenue. Kylie Jenner (and most of the Kardashian clan) does selfies that increase her bottom line. You see, she knows what I and some others have learned: most selfies are not just about ourselves (now there’s a tweetable). Like her most famous older sister, Kim, she’s a master at branding and marketing. And here’s the real kicker…

Kylie Jenner spends little money on marketing. Why? She promotes her business almost 100% through Instagram. It helps that she has some 14M followers on the fast-growing platform, but don’t get sidetracked by that. Believe it or not, there’s more to it than that.

Don’t worry guys. The small portion about lipstick/cosmetics in the video is just enough to be a virtually painLESS experience for you. Don’t miss the strategy!