Kylie Jenner

Distribution beats product: the Kylie Jenner test

Sam's heuristic: amazing distribution with a bad product still wins; amazing distribution with an amazing product dominates. Kylie Jenner can sell anything because she owns a massive distribution channel, while founders wrongly assume a great product sells itself.

“I think that what I always say is if you have amazing distribution and a shit product, you're gonna win. If you have amazing distribution and an amazing product, you're gonna dominate. And so it's kind of like Kylie Kard— what the fuck is it?”

Steal thisSolve distribution first; a mediocre product with great distribution beats a great product with none.

Seed Beauty: from white-labeling makeup to owning 50 brands

Seed Beauty started as a family business manufacturing other companies' makeup, then launched its own brands like ColourPop and now white-labels for Kylie Jenner. It grew into an incubator owning roughly 50 brands.

“And so they were first just manufacturing other people's makeup, other companies' makeup for them and shipping it. And then they started making their own brands. And now they white label for Jenner. I don't think for Rihanna, but like, yeah, it's incredible.”