The Disastrous Demise of Kylie Cosmetics
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- čas přidán 2. 05. 2024
- Hii!
WELCOME BACK! We apologize for our ~short hiatus~. We had a video file COMPLETELY corrupt and destroy an entire video :(
This week on SYS we are diving into the Rise & Demise of Kylie Cosmetics, and the entirety of the Kardashian/Jenner brand.
5 years ago, the name "Kylie Jenner" was synonymous with internet fame. Every product she used, song she listened to, or food she ate instantly turned to gold.
Yet in 2024, every single business she has is struggling. In fact, Kylie Costmetics has seen a decrease in revenue every year for the past 7 years...
When did the "magic" of Kylie die? Was it replaced by someone else? Is there any way to get it back? We answer all of these questions and more in this episode of Share Your Screen.
Infamous Podcast on Kylie Jenner w/ Forbes Reporter: open.spotify.com/episode/1bO9...
Please give us a 5-Star Rating on Spotify:
open.spotify.com/show/22SyASY...
#kyliejenner #kyliecosmetics #videoessay #popculture #riseandfall - Zábava
Kylie's track record of stealing other people's product ideas and aesthetics discourages me from supporting her businesses. She comes off as willing to put any thrown-together product for money. As a consumer, It doesn't seem like she cares about her work but more so wants a money grab. As a culture, we are more aware of quality. We are conscious of what we are buying. We are more conscious of exploitive companies as well. I cannot support it.
She doesn’t even care about her fans either she just cares about money that’s how it comes off
The whole family does this. They produce cheap poorly made knockoffs which they discard after a limited time because they never have repeat buyers.
I honestly think that the problem with Kylie‘s products is that she has launched so many new brands that received a lot of backlash because of her high prices and low quality. skims never disappointed, neither did good american or 818. kylie tries to diversify too much without putting any work into her products and not being transparent.
The reviews on the skims site are so mixed tho. It’s confusing because I really wanted to buy one.
She doesn’t care for her products it’s a money grab
@@diannaa.62as someone who didn't want to like skims, it's THAT good.
@@diannaa.62 it really depends on the product, but I’ve liked most of what I’ve bought from them. Quality has held up for the last 2 years
Especially if she’s creating several brands quickly with probably not a huge investment, they’re not going to be well thought out quality products
it feels like kylie is always selling us something, it's tiring
just dont buy it…. if we stop catering to these people theyll eventually stop
The reason her brand is failing is bc kylie cosmetics packaging looks cheap and the quality hasn’t evolved. The demographic when she peaked was late teens to early twenties. Now this demo has grown up in their late twenties who are more into higher quality luxe brands like rare beauty
This!! I used to buy Kylie cosmetics obsessively when I was 17 and I’m 25 now and haven’t bought anything from them in years
Yeah she has no target anymore cause most teenagers these days don’t know the kardashians/jenner like that and they immediately go for known high end makeup brands or safe/ staple drugstore brands which Kylie Cosmetics fits neither
I agree. She needed to shift her focus to more luxe packaging and quality a while ago. Now shes missed her opportunity and her brand is going to end up shutting down unfortunately.
Kylie is a mom now. Her fan base, most aren't having kids so young. Her fans are looking to other celebs to follow.
Kylie brand is so tied to Kylie alone. Now Kylie only posts when she needs to sell stuff. Kylie stopped snap chat her fans, clothes, personality and lifestyle.
Kylie look is very dated now 2016
Everything they sell is a cheap poorly made knockoff which they usually only sell for a limited time then completely discard because they never have repeat buyers. Most of it is something they’ve promoted for others then sell as their own. Nothings original or unique.
Your guys' eye contact is EVERYTHING!!! I feel like I'm literally in the conversation. So many podcasts between friends feel so uncomfortable to listen to and watch because they just talk over each other and aren't really having a conversation, but just waiting to share their opinions. This feels more like yall genuinely wanted to have this conversation anyway, and then you just set up a camera. Love it!
That’s so real. I started a podcast with my friend and had to stop bc they just talked over me the whole time 😅 I love how they bounced off each other and their convo flowed so well!
Eye contact isn’t for everybody
💯💯💯
I felt Kylie's brand really degenerated after the launch of her swimwear, which was incredibly poor quality and poorly fitting on people's bodies. It felt like a total cash grab from Kylie, not something she poured over like Kim did with Skims. I would even go so far to say that the cash grab tactics from Kylie's team are insulting to people's intelligence!
Adding to this, say what you will about Jeffrey Star, but he at least gives his soul to his company and really seems to be present and care about what he sells. He also gives people more of himself than a marketing machine. All I see of Kylie is a perpetual ad.
They simply don’t understand who their demographic is. Young teens aren’t following them like they used to and those now into their 20’s want better quality, not the cheap tat they’re still promoting. Everything they sell is basically a cheap poorly made knockoff of someone else’s products which they only sell for a limited time because no one comes back.
Kylie failed for 3 reasons
# 1. She did the mean girl thing with Selena and her audience respects kindness
(2). No vision -product line missing depth
(3) She became unrelatable -lied about being billionaire, No baby Daddy, started looking old
I doubt 1 is a reason lmdao. Y’all give Selena too much power
Once Kanye left, the whole family slowly started to fall down
She is a single mom of 2. Not what a lot of girls want to look like. She older now, her hype kinda dropped
Nothing about them is genuine. Its all about grifting snd scamming as much as they can. I think they’ve all peaked and we’re now seeing the eventual and inevitable decline.
@@1972dsraihopefully!
I think a big part of Kylie's appeal until recently is that she was the cool youngest sister who seemed edgy and with the times but her fan base sort of aged out of the King Kylie thing and now she just seems like she's getting lost in the shuffle again because her brand is now indecipherable from her sisters. For a while she was giving Kim a run for her money but now it seems like Kim is back to being the main draw and Kris is acting accordingly. I kinda feel bad for her though, I think out of all of them she will have a difficult time coping with what their mom and Kim did to that family. The Karjenner brand of celebrity is also dying culturally too because of things being so hard for everyone now economically.
Another important aspect of "aspirational" stardom is it becomes oversaturated and you become too accessible and the public grows tired. I remember watching the first episode of their Hulu show and the first scene was like "We are back" and thinking to myself when the fuck did you leave bc I didn't notice.
Kylie has at least 500 Million dollars she could easily retire do something out of the public eye , setup a charity etc, I think the Kardashian magic faded when the show moved to Hulu
Why not do something real snd meaningful and then maybe in a few years people might start following her for the right reasons and she can then promote products she actually cares about. I think they all need to refocus and think about doing something worthwhile, maybe philanthropy where they’re actually making a difference snd its not just all about them snd what they can get out of it.
the pressure to comment something good is real when you‘re the first 😭
HAHA we just appreciate that you want to say something positive :')
Just found this podcast on tiktok, love what you guys are doing! Just subscribed :)
People that grew up following them are now grown ups that have lives of there own. They are too old for the age that follows stupid trends
Plus she stole some lady's designs and people are tired of her family doing this so no one cares anymore
Everything they sell and promote is a cheaper poorly made knockoff of someones else’s products. I think you’re referring to a particular dress which was an exact copy of one she’d previously promoted. They’re completely shameless.
Why would she continue when people be calling out her products as a scam😭
I agree with other comments: Kylie's products have always felt gimmicky and hilariously low quality. Her products are all poorly thought out scams. Kylie makes Kim look like a genius. Kylie gives the vibe of confused, low confidence, and doesnt know what shes doing. Like her swimsuit brand? HORRIBLE. Just awful quality. So why should I EVER buy her products when I know shes selling me the cheapest possible product for the most obscene price? You guys are 100% right. Most consumers dont trust her.
Her brands are supposed to feel like "luxury" but if I see people review her items, I just pity that they thought anything she produced would be worth buying. Shes basically one big scam.
On the flipside, I do feel bad for her. She gives a lot of vibes of having an incredibly low self esteem (her dating history, the times she HAS opened up, etc). She was given all this fame and opportunity, but she has zero of the skills needed to use that potential. I pity her. I wish she had been smarter. In a lot of ways, Kylie has always acted like she didnt want the fame. And I guess now she's getting her wish :/
You can blame Kris for pushing all of them down the same line and not allowing them to evolve and do their own thing. The only one who’s gone their own way is Rob, but they seem to have grabbed onto his daughter snd now using her for additional revenue streams. He and his daughters mother need to stop them before they corrupt their daughter like they have everyone else.
guys i am obsessed. i don’t know if it is about fellow marketers being kindled spirits but anything you speak about i am dialed in
I think the problem not only with Kylie but with most of these celebrity brands is the mass hoarding of these peoples wealth behind them. We don’t need more money falling into filthy rich peoples hands while the rest of the country can barely keep up with the cost of living!! I’m hungry, are you?
Yes Yes Yes Yes Yes ❤
“At the end of day you’re only as good as your word” WOW SO TRUE
Honestly I think the 2016 makeup trend is gonna start to come back and Kylie will try to pull at the audience's heartstrings, like "hey remember my lip kits. I made this trend" And now especially with the rise of Latina makeup on tiktok she has a chance of bouncing back. The fact many people are beginning to be nostalgic for those years (2000s), and the comeback of Jeffrey Star's reviews (on tiktok) and his kind of message to not be scared to experiment with makeup is like a business opportunity. The timing just has to be right
Yes I agree, it worked on me 😹
I think the biggest issue with anything apart from her lip kits is that they all lack passion from her. They were good and she wanted to make it. Everything else she’s done has been poor quality, waste of time. It started with her makeup brushes. The were overpriced and cheap. The swimwear was the same. Her skincare was the same. She just doesn’t care about any of the things she’s put her name behind.
She really thinks all she needs to do is stick her name on something without any care and it will sell. People have wisened up and are no longer willing to pay crazy prices for cheap tat.
I absolutely loved the lil talk at the end about how we’re moving into a time of Aquarius. I feel like so many ppl don’t see the shift in society that’s happening
What does that mean ?
@@lulugutierrez1996 Basically it's an astrology term. Google the "Age of Aquarius". Wikipedia gives a good overview on what it means.
@@lulugutierrez1996 they talked about how the time of Capricorn is focused on money and business. Now entering the time of Aquarius, they mentioned that means a shift in society, a shift in what we care about as a society. Aquarius represents change and growth and the focus on societal changes. As you can see in recent years it feels like as a society we care more deeply about how things effect us, theres this shift in society for this need for accountability and doing the right thing. For some examples, the me too movement. The blm movement that happened in 2020, the conversations around Ukrainian v Russia and Israel v Palestine. Really late response sorry about that.
I was so invested up until the astrology part lmaoo
Same. This lady did not contribute anything interesting to the podcast whatsoever. She dumbed it down with the whole astrology mumble.
Her products have no passion behind them
I don’t know exactly what the thesis of the episode would be but I would love to see an episode about JoJo Siwa. She’s been doing some interesting things recently but she’s also in my opinion one of the most successful people to come out of dance moms. I don’t know I think it would be interesting to look into.
Jo Jo siwa another person who stole a tik tokers voice I hate my boyfriend so wrong she will regret it and bad girl I have no idea why they have gone this way
Kyle received $600,000,000 million cash for Kylie Cosmetics. Let that sink in. She will never need to earn money ever again.
But for her lifestyle, she needs more. She has homes to pay bills for, several. She has cars she buys and maintains. She has two children to raise and spoil. She has clothes and accessories to buy. Fillers and skincare services for maintenance. Yada yada.
@@cupid3890 $600M is plenty for all of that.
The company that bought it are complete idiots. Why didn’t they do a thorough audit of the business before investing more than its total worth for only a 51% stake? You deserve to get ripped off if you’re that naive. Kylie inflated its worth, but one look at the balance sheet and P&L would have told them it was all fake.
You buy one off Ferraris a couple of times (like she has done) and you might be down -$150,000,000, maintaining and flying 2 big personal jets almost every day, at least -$3 million x year, it’s easy to get why they are looking for new income sources. Especially when being rich is 90% of their brand
@@Claypaky1 omg i forgot about the private jets, the maintenance those things need is unreal you might as well just fly first class.
she should have rebranded kylie cosmetics as Khy instead of making ANOTHER separate brand
she needs to stop making products and start modeling.. all of her shoots are immaculate and she looks insanely good!! idk how profitable it is for her per say but ppl have been saying it for a while now that she’s the better model in the fam
I’d rather watch her on the catwalk than Kendall. She’d be wayyy more interesting.
Well the editing and angles needed to make her look good, kind of defeats the purpose of modeling in a way. And furthermore, her filler can make her look incredibly puffy when in photos she looks “snatched”. There is such a disconnect that people cannot believe kylie looks like two people at the same time.
And in modeling, if they dont like you or your face or your body, you will be called ugly and just dragged.
Kylie was smart in jumping off the Kylie Cosmetics ship when she did bc she knew she wasn't invested enough nor had staple and stable products to become a bonafied makeup brand like Maybelline, Elf or maybe like Charlotte Tilbury. But since then the narrative just keeps repeating itself in which she puts her name in brands she doesn't give a shit about and with issues from the get-go like Kylie Baby, Kylie Skin, Kylie Swim, Khy, etc. And the multple issues with all of them made her name have bad cognotations. It's not normal that all of your initial launches are either "meh" or outright have multiple ingredients, sizing and manufacturing issues. They don't feel authentic to her bc we barely know what she really enjoys doing bc shes so private. What are her hobbies that we identify her with? What's something unique about her to make me aspire to feel like her? What product has she launched that was quirky or different, a conversation starter? What marketing strategy has she done that was clever?????
Loved the episode! Thanks a lot for all the insights! What's interesting to all of Kylie company fails is that she lacks a lot of authenticity. She was a lot more present in the old KUWTK and Life of Kylie. So we saw her in various situations. Now on The Kardashians she's hardly ever in any episode, and if so, it's usually sister bonding with Kendall or so. As a consumer, it feels like we don't know any more who she is or who she has become over the last years. So how should we ever identify if her new product launches are really authentic to her or not.
I would never buy their products because every launch people say it’s super cheap and poor quality. I don’t trust brands that purposely pump out over priced garbage to take money from their fans.
I would also love to hear your thoughts on Kourtney and/or her brand lemme. I feel like it flopped in the beginning but now definitely trending and it’s even in target.
Omg I’ve been waiting besties👹🌞✌️😚
We are so sorry for our short hiatus!!! It feels SO good to be back
@@NickyandCoco🫶🫶
I’ve been dying to find a new podcast where the conversation feels organic but also well put together and information is known and good solid opinions are given. I’ve just found this podcast, I’m already obsessed and this is the most interesting video about Kylie I’ve seen. Subscribed and I will be binge listening 😂♥️
What an intelligent conversation! I’ve been waiting for a podcast like this to pop up.
Wow, i´m such a fan of yours, great topic! I like just knowing bout all marketing and social media trends and predictions with this kind of format. Keep it up!
She needs to get into print modeling which she kind of has. She needs to revive her swim wear line under a great brand name , and provide quality swim wear. She needs to promote products in commercials. Products that she actually uses. She needs to downsize her expenses, rent her air craft , invest in opening a franchise etc. she has all the resources to be successful
Loved to see the topic of today’s video. Can’t wait to hear your take on the whole situation ✨
the A Series of Unfortunate Events refrence is GOLD ! (my top 5 favorite childhood book series)
I absolutely love the way you both use your words - not dumbed down or inflammatory, and so engaging! Great podcast!
weird the karjenners and the biebers were at the superbowl and im just learning about this now
ive been waiting for this one!TURN IT UP!!
ngl i never found kylie cosmetics "unique and interesting" or any karjenner bussiness or endorsement
Adore this podcast!! So happy to see a new episode
I found this podcast on tiktok and I was IMMEDIATELY hooked, you both are so well spoken and you do all the right research and you manage to keep everything so entertaining as well. THANK YOU
Oh I see your bits on tiktok, never knew you were on youtube 😊
How nice, now I know what imma dive deep into this week ❤
Hey Nicky and Coco! I loved this episode especially about decoding celebrity businesses. I would love to see a segment where you deep dive/brainstorm to understand what strategies could be used to save the business in the modern day.
I wasn't even sure if I was interested in this but y'all always make it interesting. Go Nicky & Coco!
Let the lady speak PLEASE she's just oohing and aaahing in the background. Very annoying.
I feel like Kylie branched out into too many product lines too fast that it ended up cheapening her brand imo. Rhode feels more classic and curated. Hailey is really passionate about skincare and that shines through in her marketing and product choices
This podcast is so underrated 🥲
Looking back it’s crazy that it isn’t illegal to sell something like a lip product using images of your enhanced lips without disclosing that information
I feel like sprinter is trying very hard to be like drink poppy and the fact she's creating her own version of things that already exist seems like such a bad business strategy because why would someone specifically want to buy kylie jenner vodka or clothing when they can buy these things from those who specialise in making them.
I feel like like thats part of the reason why Kylie cosmetics, kylie skin etc all started to crumble. It slowly became obvious she doesn't have a specialist understanding of makeup and skincare and was just selling her own version of stuff that already exists at a better quality.
Great content guys! I just found you and I’m already in love. No joke, you’re my favs now.
I loved this podcast!! Nothing but the truth was spoken in this podcast, I don’t wish for Kylie to fail but I think it’s time for other people to succeed and be more open to the crowd because there’s nothing more awful than celebrities that aren’t in touch with everything that’s happening in the world and Kylie is one of them! So with that I say: Ciaaaao Kylie!
Let’s not forget she was also in a mobile advertisement recently. To think a mobile company can buy Kylie says a lot
Didn't they try selling a credit card with the Kardashian name and pictures on it?
@@dianaroach3093 to think they actually think people care that about them now 😂
Kiley passed her prime. Media turned on her. Move on people
I love you guys! Great episode! I didn't even see the seltzer release she did for awhile like I was so late to even knowing. Also the perfume is so random for her like girl when did you care about fragrance?? I feel like there also might be some pr involvement with our boy Timmy to keep relevance too. Maybe its real but either way it positions her in this still very 'it girl' type of way. Anyways so excited for the Lana epi!!! :)))))
One of the best podcasts I’ve ever heard👏👏, the predictions about celebrities in politics, omgg great!!!
Also, all the ads she has done for a game that mid influencers are also doing, comparing that she is a celebrity
the kardashians are not genius business owners, they are genius leechers lol
Exactly, The only brands that make sense it that family are Skims & Good American & they are the brainchildren of EMMA & JENS GREDE.
Never bought anything with the kardashian/Jenner name on it…oh well 😮
Love y'alls insights and povs, subscribed!!
Found yall from tiktok and this video is so well laid out!!! Subscribed♥️♥️
Missed y’all!!! don’t ever leave us again
i found your podcast today, it is soooo good!!! 💖 i think, maybe, kylie would sell a lot more if her name wasn’t attached to her products, maybe if we didn’t even know they are hers. Like her seltzer thing or kyliebaby, she could launch a line of baby shampoos, have her contacts promoting it and people would buy it.
Just googled what Pluto in Aquarius is about and 🤯. I wonder what type of celebrities we see in the next few years and if the politics transition predictions will come true!
What does this mean
Can you explain
So I'm french and I worked at Coty, the company who own Kylie cosmetics and KKW beauty I don't ork there anymore but my former boss is the head of retail merchandising for Kylie cosmetics. So I asked her and she told me if KKW beauty struggle, Kylie cosmetic in fact doing pretty well. As you know, Kylie Jenner still own 49% of the brands. The pretige division where kylie cosmetics is incubated face a growth of 13% in thier revenue in 2023, and she told me Kylie Cosmetic saw its revenue growth of 6%. The brand apparently is realy popular in Europe and it's maybe why she now market herself as this indy fashion girl. So maybe it's not a good Idea to just relay false informations to do content?? She may not be the It girl of today, but her cosmetic line with coty is doing very well.
They’re speaking from the North American perspective & it’s doing POORLY here, Kylie Cosmetics & Skin are sold in bargain stores and dollar stores in the US & Canada because they have surplus that never gets sold. North American web traffic is also down 70% from its peak. She use to get 2 million + monthly sites visits, now the site barely cracks 600 thousand monthly visits. The head of retail merchandising gave you the % growth from 2022 to 2023. It’s great that they’re finding ways to recoup their investment but the brand is pretty much on life support in the US.
@@user-om4ks3yv7s So again, please know your subject before speaking. Her whole video is to show how Kylie is broke. I wanted to correct this because world wild the company is growing, meaning she get retributed for her 49% stocks. And you have 2 retail strategy, physic and digital. Most of luxury brands dont have the trafic of kylie in her website. Also, selective cosmetic is mainly sold in store and department store. It's because she wanted to transit from a digital native brand to a power retail brand, like a Shiseido or Estee Lauder that she partnered with Coty. As explained, I worked on retail merchandising. We build all the shop in shop, the corner and the event podiums you can see in department stores, sephora, douglas, and airports. We do ( cosmetics company) 70% of our revenue in physical retail space.And if you see her products at discounts, it's not her business anymore. Department stores and beauty store are doing thier forcast. Kylie produce the quantity they asked her and paid for and deliver to them. If they are not able to sell them, it's not her business anymore. And she is far to be the only brand to have her product at big discounter. The ultra luxury designer brand that I was leading the merchandising sometime find thier products at discounters. And also, If I remember, my former boss told me they are changing the packaging and raising the prices. So maybe you see the old procducts. Store has to clears all them to not having them still in store with the new packaging and price. Again, it's very easy to have an opinion on a business you don't really know.... this is misinformation.
@@dnb8835 I do acknowledge that it is doing well in Europe and the brand grew 13% from the 2022 to 2023, but when compared to her counterparts, the brand is not doing well in North America. Products are sold to discount stores like Marshall’s and Dollarama because there was stock that failed to sell. Cosmetic products have a shelf life so that is why they get sent to these stores & sold for a fraction of the price because they failed to sell at their original price. FENTY is sold in every corner of the world, in both Sephora & ULTA & their US web traffic is still over 2 million plus visits every month. Kylie told Coty that the brand made $360 million in 2018 when it in fact made only $125 million. She said Kylie Skin made $100 million in 2019, when it only made $25 million. Kylie & her mom are soulless grifters, what exactly are you defending here ? 🤣🤣🤣 The brand was worth 400 million and because they fudged the numbers Coty bought it at a value of 1.2 billion. So instead of giving her 200 million for her 44%, they ended up giving her $600 million. SCAM.
I am so glad I found your guys's podcast. Out of all the podcast I listen to, you guys are the most personable, relatable, and entertaining. TY for all the effort you both put into giving us the Tea. 💯💗
Ur choice of words with Kardashian magic...after knowing what they stay accused of. So accurate
I CAN SEE IT WITH THE PAUL BROTHERS I CAN, I CAN
i think kylie’s team has failed her and even if she wasn’t putting much effort in it, she pays plenty of people to make it look well and thought out. and they haven’t sat her down and told her the product has to change
The only lie in this video is when you said Selina is a good actress 💀
She never was a billionaire.
Dont forget about all their political opinions and what have been said!
They did get lot of hate especially Kyle for bullying and kim for Balenciaga and the 🍉
She and her family are scammers. People are waking up.
I just found you and I loved, new subscriber.
Im looking for the infamous podcast link, can’t find it anywhere
Great discussion...love it. ❤
I need video podcasts on Spotify!!!!
Here from Troy’s recommendation from Beyond the Blinds podcast!
She lost me when she said Selena is a good actress and started preaching about astrology
Right like seriously?
Just found your channel. Thank GOD!
Seeing a problem in a existing product , creating my own , and promoting is exactly how my busines got from 0 to millions within 4 years! That’s exactly what I tell anyone when they ask about finding a product
Loving this podcast! I NEED an episode about Jojo Swiss rebrand from you guys because that would be hilarious!
I don't want any more celebrities running for president or governor. 😖
I love how you talk about the early 2000's as if you were invested in that period of time, when both of you were literal children.
Please let’s stop celebrity worship culture. Surely the next step from authenticity is having humanist values. Environmental consciousness. Being clued up on political issues. Free Palestine for example. Understanding late stage capitalism & the brainwashing this aspirational culture has caused. Enjoy the music & art, let go of the worship. 🍉
You guys need to dig into all the vids of Pimp mama Kris calling (only) Kylie out for her obscene spending, which is well documented.
I'm late, but I loved the astrological discussion of pluto changing signs and what that means. Thanks for this video!
also with logan paul in WWE and fights recently he’s definitely trying to make a name outside of/separate from who knows him from the internet 🤔
I just find it beyond unbelievable that a person goes through 900 million dollars and is now scrambling for money
I’ve always predicted one of the Paul bros would eventually run for president
I don’t think people will ever forgive them for being involved with P.Diddy. More dirt is coming out. All the Kardashians are going down.
Agreed
With Seline's rare beauty now valued at 2 billion ...Kylie must be raging at home loll
Cotys made the worst deal ever.
This is sooooo interesting and such great perspective guys wow
My guess for the drink being called Sprinter is because of the Mercedes Sprinter vans rappers and almost everyone is obsessed with