---
id: "entity-kylie-jenner"
type: "entity"
source_timestamps: ["§ Connectedness: From Metrics to Mutuality"]
tags: ["celebrity-influencer", "case-study-failure"]
related: ["entity-sugarbearhair", "concept-connectedness"]
entityType: "person"
canonicalName: "Kylie Jenner"
aliases: []
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-65-influencer-marketing-trust"
sourceUrl: "https://hbr.org/2025/12/how-to-do-influencer-marketing-that-customers-actually-trust"
sourceTitle: "How to Do Influencer Marketing That Customers Actually Trust"
---
# Kylie Jenner

A celebrity and beauty entrepreneur whose **2016 partnership with [[entity-sugarbearhair|SugarBearHair]]** provided massive **reach** but lacked authentic connection, as she had little history of engaging with audiences around wellness or supplements. Demonstrates that follower count and impressions are poor proxies for [[concept-connectedness|Connectedness]]. Enrichment context: founder of Kylie Cosmetics; widely cited in early supplement/influencer case studies.