Kim Kardashian West’s makeup artist launches a new line.

“Think about that: Kim has so thoroughly monetized the very act of living that the money she earns from being filmed going about her life constitutes a relatively small sum compared with the one she generates from allowing people to see pictures and cartoon drawings of the life she has already filmed. She has figured out how to spin the mundanity of being herself—something billions of people do every day for free—into a more lucrative business than being the most famous rapper in the world.”