Kim Kardashian-West surprised fans barely a week ago by announcing the launch of her own makeup line. Titled KKW Beauty, the line consisted of highlight and contour kits, as well as the lip-kit from Kardashian-West's collaboration with Kylie Cosmetics. The viral social media marketing concept has worked very successfully for Kardashian-West's half-sister, Kylie Jenner, and it seems Kardashian-West is looking to follow Jenner's business concept. The limited edition online sales typically inspires a huge volume of sales from fans, and instead of prolonging low levels of sales, a profit can be made in an incredibly short time. In Kardashian-West's case, the profit was estimated to be around USD14.4m in the 20 minutes which it took to sell out the entire stock. Kardashian-West has long been building her reputation within the beauty community, posting exclusive videos of her makeup routine on her subscription-only website. It has not been announced yet if there will be more products available in the KKW Beauty range, or if Kardashian-West will have pop up stores like Jenner. Sudden announcements about products which are released to fans via social media then go quickly on the market in limited amounts, with significant celebrity-power as the backbone of the operation seems to be a winner in viral beauty e-commerce.