In 2023, I profiled Kim Kardashian and learned how her years signing on to every possible kind of endorsement deal—from flat-tummy teas to luxury fashion—helped her develop a business sense that is now guiding the billion-dollar brands she’s building on her own terms. The same is true for her sister, Khloé Kardashian, who like Kim spent years running the family’s Dash boutiques and repping brands on the spectrum from cringey to elite.
Until recently, Khloé’s biggest business success was Good American, a fashion brand helmed by Emma Grede that found its consumer base by making all its clothes in a wide size range, with no exceptions. Its approach helped transform retailers’ approach to size inclusivity. While it found a devoted audience, it hasn’t garnered quite as much attention as Kim’s $5 billion-in-valuation Skims.
Over the past year, though, Khloé has found a new breakout success among the Kardashian-Jenner portfolio of brands. In spring 2025, she launched the protein popcorn Khloud, which she started working on in 2023. Her timing was perfect. The brand hit shelves as consumers’ obsession with protein was kicking into high gear. In a sea of bro-coded protein-maxxing, the brand stood out with pastel-colored packaging featuring friendly clouds.
