When Kylie Jenner launched Kylie Lip Kits—her first beauty product—in 2015, she made only 15,000 units, which sold out in 20 minutes and grossed around $1 million.

In June 2017, her sister Kim Kardashian launched KKW Beauty with one product: Contour and Highlight Kits, in four color variations. She made around 250,000 units that sold out in less than three hours and made over $14 million in the first day.

Both brands were predicated on scarce products that sell out instantly—the second the founders posted on Instagram about a release, the clock started ticking. Customers who missed the timer or fumbled the checkout could lose out on buying the product, at least at retail prices.

But as the brands expanded over the ensuing months—Kylie now operates under Kylie Cosmetics—their product offerings have grown as have their respective inventories. Kylie has expanded her SKU count, while Kim has kept it rather tight, although it continues to expand every few weeks. KKW Beauty currently has 24 products listed on its site, three of which are soon to launch and four of which are sold out—the rest are readily available—while Kylie Cosmetics has close to 200 SKUs, with 32 that are sold out.

While we’ve previously written about the benefits and perils of scarce products for brands, the cult status of Kim and Kylie introduces new complications. The impulsive reaction many consumers have when either celebrity announces a new product because of implied scarcity might wear off as both brands transition to more in-stock product lines. Each extra Instagram the sisters post about products that are in stock—not on limited releases—decreases the urgency to act quickly and buy the product, since the item remains in stock for longer.  

As both sisters continue to feature ads for many different brands and products on their respective Instagrams—something Kim especially has done for years—the continuous releases for their namesake products and the fact that they are readily available makes each release less of an “event” and more of a normal occurrence. This might be totally fine and become the new normal, but some of the spectacle is lost without the scarcity. While their eponymous brands will continue to stand out because they are eponymous, both brands are starting to blend into the stream of ads and sponsored posts that flow from each account.

This is not to predict the downfall of either brand—both will continue to make hundreds of millions of dollars annually. But it speaks to how brands often evolve from their initial prediction—in this case, moving from scarce to in-stock products—sometimes over a very short period of time.