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Did Kylie Jenner copy marketing ideas from influencers Brooklyn and Bailey?

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Did Kylie Jenner copy marketing ideas from influencers Brooklyn and Bailey?

Sisters vs. sisters. Media personalities Kylie Jenner and Kourtney Kardashian have come under fire for using marketing tactics for their brands Lemme and Kylie Skin from influencers Brooklyn and Bailey McKnight.

In August, twin sisters Brooklyn and Bailey launched ITK (“in the know”), a 15-piece skincare line available at Walmart, which has been marketed on all their social media accounts.

The sisters claimed on Instagram that either Kylie Jenner or her marketing team had "similar marketing minds," and posted stories about why they felt that way.

In the first story, they shared a video showing a red rotary phone and two hands ringing the letters L, O, V, and E with the numerals 12, 15, 22, and 5, hinting about their clothing brand Lash Next Door launch on February 14, 2022.

In the second, the sisters included a video of Jenner’s latest Kylie Cosmetics promotion video. Jenner’s video featured a similar red rotary dial telephone, however, in hers the phone rang.

Initially, they thought it to be a coincidence, but a teaser video released by Kourtney talking about her new vitamin and supplement business Lemme looked strikingly similar to the twin sisters’ teaser video published for their new skincare line ITK.

There are many more parallels. Brooklyn and Bailey recently shared a flat lay of their skincare collection organized on a bath caddy. A few days later, Kylie Skin shared a similar flat lay displaying their merchandise.

The twins later shared an Instagram image of the ITK moisturizer with stylized product descriptions, which Kylie Skin soon appeared to have copied.

Netizens, however, are divided in their views about the copycat claims.

While some believe that it must be their marketing team who copied ideas from the twin influencers, some think that those ideas are not the original, and have been used frequently in other campaigns previously.

This is not the first time Kardashians have been accused of stealing other people's ideas. Kendall Jenner was accused of plagiarizing TikTok and Instagram creator Jaci Marie Smith on various occasions.

PitchMark wrote a story about how Kim Kardashian was accused of stealing her skincare brand name SKKN by KIM from two already existing beauty brands SKKN+ and Lori Harvey's skincare line SKN by LH.

Kardashian’s legal team received a cease-and-desist notice, but they argued that the SKKN+ brand mark is a descriptive character and hence no one should have exclusive rights to it, leaving flexibility for Kardashian to also participate in the market.

PitchMark helps innovators deter idea theft, so that third-parties that they share their idea with get the idea but don’t take it. Visit and register for free as a PitchMark member today.



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Mark Laudi

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