The hustle of the Kardashian-Jenner family never fails to amaze me. Just when you think they’ve done it all, they turn around and do even more. From cosmetics brands to luxury loungewear, the Kardashian-Jenners really have their fingers in all pies of business. However, it seems like almost every other day, this star-studded family is promoting or announcing another new addition to their portfolios. You know what they say… another day, another new Kardashian-Jenner product, right? Well, nowadays, it seems so.
Kylie Jenner is the latest of the famous family to announce not one but TWO new products… in under one week. On Mar. 2, Kylie announced her first perfume, Cosmic by Kylie Jenner, which will be her introduction into the fragrance world. Days later, Kylie unveiled that she would be entering the vodka seltzer business with Sprinter, which will launch on March 31.
Kylie launching a fragrance makes total sense: this aligns well with her mega-successful cosmetics line (Kylie Cosmetics if you forgot). But, why would Kylie launch a seltzer? “Sprinter is my answer to the growing consumer demand for quality canned cocktails,” she said in a press release. I thought seltzers were more of a common delicacy for college students, not billionaires, but go off!
And I’m not the only one who feels this way. After Kylie announced Sprinter on March 5, fans took to social media to share their feelings on the new product. TikTok creator Bianca Egas shared her confusion over the launch of Sprinter so soon after Kylie announced her new perfume — and amid controversy surrounding the reality star’s new clothing brand Khy.
In her TikTok video, Egas shared that she thinks it would’ve been smarter for Kylie to invest in another seltzer brand instead of launching her own. “Everyone knows that she has a lot of money and she has other brands in the works, so it’s almost like, what else do you need to do from a business perspective?” Egas said. “Is she unfulfilled and that’s why she’s looking for new business ventures? I don’t know, it’s just weird.”
“I don’t get why she’s launching them at the same time,” user commented under Egas. “Like why not wait A LITERAL SECOND,” a sentiment from another TikTok user I 100% agree with.
There’s no slowing down Kylie’s prosperity when it comes to business, but maybe the venture wouldn’t feel so out of the blue if she and her team had just focused on marketing the new fragrance for now.
What’s more perplexing about Sprinter is the fact that Kendall Jenner is already immersed in the alcohol space. Who am I to say that Kylie can’t develop her own spirits just because Kendall already has? However, it’s obvious that fans are going to look back to Kendall’s hit tequila brand, 818, for potential inspiration with Kylie’s new seltzers.
TikTok creator Jessica Weslie Arena seems to agree, citing that Kylie may have “FOMO” (fear of missing out) after seeing the success of 818. “I feel like Kylie feels FOMO and is always releasing these brands back to back to back,” she said.
To be frank, Kim Kardashian having an underwear, loungewear, and shapewear brand makes sense. Kourtney Kardashian a health/lifestyle brand also makes sense. Even Kylie having a cosmetics brand makes sense… but a vodka seltzer business? I’m not so sure.