BAREFOOT AND WRAPPED in a robe in a hushed Paris hotel suite, 26-year-old entrepreneur and reality star Kylie Jenner is seated at her altar: a vanity. Her longtime hair and makeup artists—who are also her confidantes—hover around her like discreet, black-garbed hummingbirds, making imperceptible tweaks to her long dark hair and flawless skin. They chime in occasionally, telling me where they ate dinner the night before (pan-Asian restaurant Diep), and where Jenner would like to travel next (Iceland). It’s several hours before she has to be at the Acne fashion show, but for Jenner, getting ready is half, if not the whole, point. While we talk, she peers at her own reflection in the mirror.

Observing a member of the Kardashian-Jenner clan “do glam” is like watching Lindsey Vonn ski or Yo-Yo Ma play the cello. As it did for momager and snatched, the stratospherically famous family popularized glam as both a verb and a noun on its reality shows, first on E!, now Hulu, over 24 total seasons. For matriarch Kris Jenner, her three daughters with the late Robert Kardashian, Kourtney, Kim and Khloé, and her two daughters with ex Caitlin Jenner, Kendall and Kylie (there’s also Robert’s son, Rob), glam means getting your hair and makeup done. But it’s bigger than that: Do glam, be glam, and you’re ready to conquer the world. No one has profited more from the concept of glam than Kylie Jenner, the youngest of the siblings and the creator of a cosmetics empire that has been valued at over $1 billion.