Kim Kardashian
Photo: Getty

Kim Kardashian released her newest KKW Fragrance collection on Tuesday this week, and within the first five minutes of the perfumes going on sale the brand was reportedly making $1 million a minute.

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According to TMZ, the three Kimoji-inspired scents, priced at $45 (about £35) each, made $5 million (about £3.8 million) in just five minutes. And that’s without any spend on traditional advertising.

The perfumes – Vibes, Peachy, and Cherry – were previewed at a pop-up in California, before being sold exclusively via Kardashian’s website, Naturally, the promotion was purely digital too.

As the ultimate influencer, Kardashian used Instagram to build hype around the launch, and gifted samples to her famous friends and family.

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The news comes in the wake of Kardashian’s sister Kylie Jenner becoming the youngest ever billionaire, thanks to her company Kylie Cosmetics. Further proof of the big business of internet-led beauty comes via the valuation of Pat McGrath Labs surpassing that of Kylie Cosmetics – both young brands that, like Kardashian’s, have clearly paid off for breaking the traditional beauty business rules.

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This article originally appeared on Harper’s BAZAAR UK