Kim Kardashian, who?

Forget about Kim, it’s all about Kendall Jenner now. For those of you who don’t know, Kendall is Kim K’s half-sister (and if you don’t know Kim Kardashian, that’s a problem). Kendall is a model – and currently the #1 model on social media. And yes, she’s only 19. Kendall appeared on runways in New York, Paris, and Milan and is the subject of a 13-page spread in the December issue of Vogue.

Well, Estee Lauder wants in on Kendall’s 30 MILLION followers on social media. The company hired Kendall to represent its flagship cosmetics brand worldwide. She’ll be in digital, TV, and print advertising campaigns and will also create social media content for Estee. Terms of her contract weren't disclosed, but I bet Estee is paying a lofty amount.

Some of Estee’s brands include Clinique, Origins, Bobbi Brown, and Prescriptives. Kendall will be the face for Estee’s first and oldest makeup and skin-care line, called Estee Lauder. Former spokeswomen for the Estee Lauder brand have included Elizabeth Hurley and Gwyneth Paltrow.

"Although perhaps not a 'prestige' move, the company needs to attract a younger audience," said Sanford C. Bernstein & Co. analyst Ali Dibadj. "Social media broadly, and this signing in particular, may be a step in the right direction for some of its brands."