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Ulta Adorableness (NASDAQ: ULTA) afresh appear its budgetary additional division earnings, and while the company’s balance per allotment abstracts exhausted analyst expectations, management’s advice for the accepted division underwhelmed, sending shares bottomward mid-single digits afterwards hours.

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Until the after-hours appointment alarm with analysts, that is. That’s back CEO Mary Dillon appear that Ulta had active a accord with the mother of all business coups — a Kardashian! Ulta will now be the absolute retail accomplice for Kylie Cosmetics, Kylie Jenner’s architecture line, which will be rolling out to all Ulta food afore the anniversary season.

If you didn’t accept in the ability of the Kardashian publicity machine, the advertisement acquired Ulta shares to go from almost a 5% accident afterwards hours to a 6.4% accretion the actual aing day. In added words, the acknowledgment of Kylie Jenner acquired Ulta’s bazaar assets to access by $1.5 billion.

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women toasting with drinks at a bar.

Kylie Jenner brings acceptable times to Ulta Beauty. Image source: Getty Images.

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Kylie Jenner, who grew up on the absoluteness appearance Keeping Up With the Kardashians, has broadcast her amusing media afterward to 114 actor Instagram followers, 25 actor Twitter (NYSE: TWTR) followers, and almost 9 actor Snapchat (NYSE: SNAP) followers, all by the breakable age of 21.

The adolescent administrator leveraged that amusing media attendance to barrage her own architecture band in aboriginal 2016. Using clandestine characterization architect Seed Adorableness for both accomplishment and packaging, borer Fool admired Shopify (NYSE: SHOP) for sales and fulfillment, and employing her mother to handle accounts (for a 10% fee), Jenner has fabricated Kylie Cosmetics into a business admired by Forbes at $800 million, alike admitting it alone has a scattering of employees. Using alone direct-to-consumer online channels, Kylie Cosmetics fabricated over $630 actor in acquirement in aloof two years.

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However, Forbes additionally estimated that Kylie Cosmetics’ advance amount slowed to aloof 7% in 2017 afterwards the antecedent access in 2016. That may additionally appearance the banned of an online-only banker (even for a Kardashian), and why the adolescent aggregation ultimately active the contempo accord with Ulta.

Why did Jenner ability out to Ulta? It’s acceptable a absorption of Ulta’s business model. Ignoring the acumen amid “prestige” and “discount” makeup, Ulta has able a specialty retail ambiance for “beauty enthusiasts” that includes both affordable abatement brands and authority brands, as able-bodied as new “indie” brands such as Kylie Cosmetics and e.l.f adorableness (NYSE: ELF).

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To accord an abstraction of the across of Ulta’s appeal, the aggregation additionally appear a new affiliation with bark affliction cast Kiehl’s on the aforementioned appointment call. Kiehl’s is a high-end skincare cast fabricated from accustomed capacity that has been about back 1851. Kiehl’s had ahead alone been accessible in its own proprietary Kiehl’s-branded food and higher-end outlets, but now follows in the footsteps of exceptional architecture brand MAC cosmetics, which aing Ulta in 2017 afterwards ahead actuality accessible alone through its own branded outlets and high-end administration stores.

It’s a attestation to Ulta’s business archetypal that it has been able to allure both Kylie Cosmetics, which is alone two years old, and Kiehl’s, which is 167 years old, all in the aforementioned quarter. The adaptability of Ulta’s data-driven and assorted artefact band allows it to acclimate to ever-changing trends in the adorableness industry, so as continued as bodies abide to appetite to attending good, and capital and administration abundance cartage continues to decline, Ulta should abide to acquire the benefits.

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While Ulta’s banal has been in the apathy for the accomplished brace years, conceivably the Kardashian bang will assuredly breach the banal out of its rut.

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Billy Duberstein owns shares of Ulta Beauty. His audience may own shares of some of the companies mentioned. The Motley Fool owns shares of and recommends Shopify and Twitter. The Motley Fool recommends Ulta Beauty. The Motley Fool has a acknowledgment policy.

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