KYLIE JENNER IS ADDING NAIL POLISH TO HER BEAUTY EMPIRE

Kylie Jenner the 18-year-old has teamed up with beauty brand Sinful Colors to create three limited-edition collections. The first collection will be called King Kylie Sinful Colors Shine and will launch later this month. Nails are a natural for Jenner, whose social media posts of her manicures have influenced everything from the shape of nails (she inspired the coffin-nail trend) to the popularity of nail art.

“I love getting my nails done and nails in general,” Jenner told WWD, adding her “go-to style” right now is a natural, short nail. But that doesn’t preclude her from dabbling in colors. “Right now I really like the pinks,” she said, referring to the Miss Majesty and Miss Chief shades in her first SinfulColors collection.

Jenner, who recently Snapchatted footage as she bottled her lipsticks at the production plant, said she was totally involved with the shade and name selection of the collections. “I wanted to do something innovative and accessible to my young fans,” she said of the mass market distribution. “The colors are great for all skin tones, too.”

The buzz surrounding the youngest Jenner isn’t wasted on SinfulColor’s executives and the nation’s retailers, who hope the momentum generated in lip will translate to nail when the first collection hits shelves in early March. “We are glad the next product with her name on it is SinfulColors,” said Rahul Mehrotra, the brand’s general manager. “We think that this collaboration will energize the nail category by driving Millennial traffic to the store.”

Industry sources estimate Jenner could add at least $15 million at retail to SinfulColor’s coffers. The first release includes 20 jewel-tone shades of SinfulShines’s gel-like formula under the King Kylie logo — a persona she created and uses as her Instagram name. In-store displays will mirror the royalty theme. The colors retail for $2.99 — a dollar more than traditional SinfulColors. Two more limited-edition collections will roll out in April and then May

Jenner is the first celebrity to work with SinfulColors. Retailers said other celebrity partnerships are in the pipeline as SinfulColors seeks to differentiate itself from the sea of nail enamels. The Jenner collection, in particular, is expected to move the needle with Millennials. “We didn’t want to just put a face on the product. We desired someone with the insight into the category and someone who is a big influencer with Millennials,” added Blake Decker, head of marketing for SinfulColors. “We decided to dream high; dream big.”