Kylie Jenner a billionaire at 21: Why consumer companies should be wary

The social media phenomenon that she represents is here to stay

Kylie Jenner’s debut on the Bloomberg Billionaires Index at the ripe old age of 21 should strike fear into the hearts of mainstream consumer companies everywhere.
 
The young member of the Kardashian-Jenner clan (a brood made famous by reality TV) has joined the tycoon club after signing an exclusive partnership for her cosmetics company with Ulta Beauty Inc, a chain of US beauty stores. The deal embodies the trends —ultra-celebrity branding, Instagram and smartphone shopping — that are reshaping the retail landscape in everything from liquid foundation to food.
 
The giant corporates that still dominate the consumer industry have little choice but