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The Kim K Effect: How The Kardashians Changed The Lives Of  Their Glamm Team

The Kim K Effect: How The Kardashians Changed The Lives Of Their Glamm Team

The Kardashians and Jenners are clickbait royalty. Whether it’s Kylie’s lip kits or Kim’s anti-climate change nipple bras, their lives are juicy and it’s always a pleasure to indulge! There’s one thing, however, that we noticed throughout the 20 seasons of Keeping Up with the Kardashians – strategic relationships are the foundation of the Kardashian phenomenon.

It really is interesting to see how people orbiting them seem to reach a similar God-like status on social media. Most artists who have worked with the family have risen to fame. Being featured on the show has turned their personal lives around. Most of them have followers in the millions, astronomically surpassing popular Bollywood stars who have been on screens for decades. 

From being behind the scenes to publishing bestsellers and building million-dollar empires, here are a few people who used this modern-day dynasty to change the trajectory of their lives. 

Jen Atkin

As one of the biggest names in the industry, she’s the genius behind many of Kardashians’ viral hair moments. Starting as a hairstylist, Jen now owns Ouai, a million-dollar luxury haircare brand with a focus on minimalist essentials.


“I met Kim through a mutual friend, just socially a few times. Then, Kim asked me to do her hair for Cosmo’s cover, and it was on that job that I first met Khloé and Kourtney. After that job, Khloé asked me if I would do her for X-Factor because she had just been hired as a host. I eventually worked through the family and just continued building my book. Then my business has evolved from all that,” says the celebrity hairstylist Jen Atkin in an interview with People

She also wrote a cheekily titled book – Blowing My Way To The Top: How to Break the Rules, Find Your Purpose, and Create the Life and Career You Deserve.

Mario Dedivankovic

Another big player in the industry, Mario Dedivanovic began his career as a backstage MUA for pageants like Miss Universe and Miss USA. The first time he had the chance to work with Kim, he almost declined due to a prior commitment but decided to make it work at the last minute. That meeting in 2008 set the foundation for his career-changing relationship with the Kardashians.

“I remember seeing her with no makeup on and thinking, ‘Oh, my god, she’s the most beautiful woman I’ve ever seen,'” he said in an interview with PopSugar. “Her face, from day one, just inspired me like no other. I feel like it was meant for my hands.”


After that, all it took was one YouTube video tutorial with Kim for him to go from a behind-the-scenes makeup artist to an industry mogul with his own brand, Makeup by Mario. Now, he is on her everyday glam team and travels internationally to share his knowledge about his art with the world. 

Ashley K Holms

Another favourite of the family, Ash worked with Kim on multiple campaign shoots for SKIMS and KKW Beauty over the years. The artist grew up in Houston, went to Paul Mitchell Cosmetology School in San Antonio and then moved to Hollywood to work for the stars, where she met the Kardashians.

“Working for the Kardashians has been a dream come true. They are very loyal and very professional – Momager has taught them well! I have so much respect for each of them and truly enjoy working with the whole family. They are each other’s icons and they feed off each other’s beauty and success,” she said in an interview with Glossy.

With over 1 million Instagram followers, Holms is now a global celebrity makeup artist for Buxom Cosmetics and has even created looks for Jason Wu’s masterclass!


Patrick Ta

Patrick Ta rose to fame as Kourtney Kardashian’s go-to makeup artist. With humble beginnings, Ta tried his hand at a few different careers, like being a chef and owning a nail and tanning salon in the Scottsdale, Arizona area. 

The first celebrity he ever worked with was Shay Mitchell, after which he met Gigi Hadid, who likely introduced him to the Kardashian family.

“When I first moved here, it was my goal to work with the Kardashians. They gave artists like me a voice in the makeup community because I think they love makeup just as much as artists. They were the first people to start tagging their glam so they kind of gave us that celebrity right in the artist community,” he said in an interview with Poosh.

While he does work with the whole family, his primary work can be seen on Kourtney. The artist also has his own beauty brand Partick Ta Beauty that he describes as Not only an extension of myself but representative of those who gave me the space to feel confident in my own skin.’


Chaun Legend

Next up, Chaun Legend is the beloved nail artist who went viral overnight. In an interview with Page Six he mentions, “I barely had any clients. I was making only like five dollars a day.” But after a like from Kylie Jenner in 2016, his following skyrocketed – now he had over a million followers, his own nail business, and a line of nails with Lottie.

Legend now regularly works with Cardi B and was the man responsible for her viral ombre Louis Vuitton-inspired manicure. At the same time, his other clients include big industry names like Zendaya, Dua Lipa, and Her.

Ariel Tejada

Practically a member of the family itself, Ariel Tejada was scouted by Kylie at the age of 20! In an interview with Allure, he mentions how Kylie slid into his DMs, saying, “Her message was a picture of a black screen, and it said, ‘Look, whenever you’re in L.A., I want to work with you, let me know.”

The rest is history. Now Ariel is an Instagram superstar (obviously) who works with the entire family and has his own line of professional brushes in collaboration with Morphe that are almost always sold out.


Raoul Alejandre

Raoul Alejandre, a fresh face in the glam world, made his stellar entry into the industry as part of Kim Kardashian’s beauty brigade. He’s the creative genius behind many of her looks in her KKW Beauty matte mauve and matte honey collections. A master of blending light and shadow, with a knack for bold, graphic lines – he’s also got a flair for art direction.

His collaboration with Kim for KKW Beauty was just the beginning. Post that, Raoul’s star soared even higher when he became H&M Beauty’s first-ever global makeup artist, but that’s not where this fairy tale ends. In 2020, he was also named Valentino’s first Global Make-up artist, catapulting him into the stratosphere of high fashion and beauty.

His current work has graced the pages of top-tier magazines like American Vogue and W Magazine, and he’s lent his artistic touch to brands such as Bulgari and Dior. Raoul Alejandre isn’t just making waves; he’s creating a whole new ocean in the makeup world.

Hrush Achemyan

Then there’s Hrush Achemyan, the Armenian makeup maestro who cites Kim K as ‘one of the kindest people’ she’s ever known. Hrush’s journey to the top is like something straight out of a Hollywood script. Discovered by Kim through her Instagram glam shots, Hrush leaped from bridal beauty to being a key player in the Kardashian/Jenner makeup squad. Talk about a career glow-up!


With over 2.1 million followers on Instagram, she’s not just a makeup artist, she’s a bonafide beauty influencer. Hrush describes working with the Kardashians as a collaborative dance of creativity and style. “It’s a 50:50 collaborative approach,” she says, but sometimes she’s the one calling the shots on the day’s look. Working with the Kardashians? For Hrush, it’s the ultimate badge of honor in the world of glam.

Etienne Ortega

Next, there’s Etienne Ortega, an L.A.-based makeup maestro who’s carved out his niche in the industry. Etienne’s vision is crystal clear – to make his clients look and feel their absolute best. His art has adorned the pages of renowned magazines like Vogue and Vanity Fair. And his client list? A veritable who’s who of Hollywood – think Christina Aguilera, Lana Del Rey, and, of course, the Kardashians.

Etienne’s big break came when Kim K stumbled upon his Instagram, and just like that, his career skyrocketed. “They did a lot for me,” he reflects on his association with the Kardashians. And it’s not hard to see why. With his talent and their platform, Etienne Ortega is a name that’s fast becoming synonymous with celebrity makeup artists!

Mary Phillips

Last but definitely not least, meet Mary Phillips, the makeup whisperer who’s a firm favorite with the likes of Kendall Jenner, not to mention Kim, Kylie, JLo, and Bella Hadid. But Mary’s magic isn’t about piling it on, it’s all about that ‘less is more’ vibe. She’s the mastermind behind Kendall’s effortlessly chic looks, and she swears by the power of skin prep. For Mary, the right base products are her secret weapon for that perfect makeup execution.


Recently, she was the creative force behind Kendall’s stunning look for the KKW perfume collaboration launch. Her signature style? Glowy, dewy, and beautifully monochromatic. But Mary’s journey to becoming an Instagram sensation with 2.2 million followers is a tale of true grit and glam.

Mary’s love affair with makeup started young, rummaging through her mom’s makeup stash. Growing up in L.A., she quickly realized makeup was her calling. In the pre-social media era, Mary cut her teeth in the industry the old-fashioned way – by assisting established makeup artists, and yes, even walking their dogs!

While these artists showcased tremendous promise from the start, being discovered by the Kardashians within the L.A. celebrity hotspot can’t hurt. It can be argued that the beauty industry favours artists with interpersonal connections and a preceding reputation.

In a way, the Kardashians didn’t just build an empire; they built an entire glam economy. In the beauty world, riding the Kardashian wave is like finding the golden ticket – a one-way journey to riches and royalty! 


Featured Image: Instagram

01 Dec 2023

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