Kim Kardashian reveals new sustainable lifestyle – so just how eco-friendly are the Kardashian-Jenners?

When Fergie sang about living life in the fast lane and being Glamorous back in 2007, she almost certainly had the Kardashians in mind.

Coincidentally, that’s the year most of us were introduced to the large clan and became fascinated with their glamorous lives in the sleepy city of Calabasas, California, through their reality series Keeping Up With the Kardashians.

Since then, we’ve trailed their every move as they fly private jets from city to city and entice us with their latest business ventures from lip kits to shapewear and almost everything in between.

Kylie Jenner, the youngest of matriarch Kris Jenner’s brood, is the most followed of them all with a staggering 161 million Instagram followers and counting by the minute.

She’s also the world’s youngest self-made billionaire, just to add insult to injury for the rest of us mere mortals.

Needless to say, her power to influence the lifestyle, fashion and beauty habits of her legion of fans is proven to be unmatched.

And that’s just one member of the family, so you can imagine the sheer influence they carry as a unit.



But when a celebrity holds that much power, how much responsibility to voice matters of social importance should rest on their shoulders?

Like sustainability, for example.

The Kardashian-Jenners have been heavily criticised in the past for their use of private jets, which has been undeniably frequent over the past year.

Our Instagram feeds would feel a little odd if we didn’t see Kylie sharing a snap of little Stormi tucked up in the nice leather seats of a private jet, or Khloe jetting off for a girls’ weekend with bestie Malika Haqq.

As a whole, the family haven’t directly addressed their choice to fly private rather than use commercial flights.

But last year, Kim, 39, defended Meghan Markle and Prince Harry when the royal couple received heavy backlash for using private jets frequently within a short time frame.

Kylie’s famous lip kit that started her journey to billionaire status (Picture: Kylie Jenner, Instagram)
Kylie launched her skincare brand last year (Picture: Kylie Jenner, Kylie Skin, Instagram)
SKIMS are against discrimination (Picture: Kim Kardashian, Instagram)

Speaking to Reuters at the World Congress on Information Technology conference, Kim stated: ‘I think that everyone makes their own choices and decisions. And I think that, like I said, no one’s gonna be perfect.

‘I’m not, they’re not. I don’t know who is.’

But it’s not just their use of private jets which has raised eyebrows.

Following the unprecedented success of her cosmetics company, Kylie launched Kylie Skin in spring 2019 featuring a range of moisturisers, toners, face washes and make-up removal wipes.

It’s stated on the website that the majority of the products are ‘cruelty-free, gluten-free and vegan free’, while also being omitted of parabens and sulfates.

But is it enough?

Kim K’s going sustainable (Picture: Kim Kardashian, Instagram, Getty)
Not a plastic bottle in sight (Picture: Kim Kardashian, Instagram)

Danielle Close from Library Agency, a marketing agency specialising in working with sustainable beauty and lifestyle brands, explained to Metro.co.uk: ‘Having a private jet and that kind of lifestyle is obviously very excessive.

‘But I think the problem lies when someone is making a product and then the product they’re making isn’t sustainable, and they’re using the profit then to fly on private jets.

‘I think it starts with what they’re bringing into the world, not actually what they’re doing because obviously, it’s good to be aware of how you’re living your life. There are reasons for certain ways of travelling and living, but when you’re bringing a product into the world that isn’t doing the best it can be in this day and age, that’s where I think the problem lies.’

Danielle takes particular issue with the Kylie Skin make-up wipes which, although stated to be vegan, aren’t typically biodegradable.

‘If you’re going to bring face wipes into the planet in 2020, I feel like the option is there for them to be biodegradable,’ she said.

‘But if they’re not, just acknowledging the fact that maybe you can recycle the boxes and that there’s options for the consumers [would be enough].

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‘If the consumer is unaware, then it’s actually their [the brand’s] responsibility to make them aware.’

It’s the acknowledgement – or lack thereof – which is a bugbear for Danielle.

That’s why she gives major credit to Khloe Kardashian’s popular denim brand, Good American, which recently announced a new line of sustainable jeans after realising there were ‘still areas where [they] can do better’ in the mission to become as eco-friendly as possible.

It’s pretty admirable considering Khloe could easily profit off her good name without giving a second thought for the environment.

When we approached Kim’s SKIMS shapewear brand about the eco-friendliness of their products and packaging, they responded:

‘We wanted every piece to be made the best way possible and from the finest materials; starting from the design stage through to creation, testing, and innovation of fabrics and fit.

‘We consulted with experts and searched globally for the best in class options, some of which were in Turkey, along with China and Thailand which is where our pieces are made.’

‘Oh, the glamorous, the flossy flossy’ (Picture: Getty Images)

The spokesperson added: ‘As a brand, we believe strongly against discrimination of any kind; against anyone or any nation based on the past and believe in embracing all people.’

Danielle supports SKIMS’ stand against discrimination but is curious about the overall sustainability of the brand’s items.

While there’s a question mark over her companies, Kim is evidently taking personal strides towards living more sustainably.

The mother-of-four recently gave a tour of the huge walk-in fridge in her Hidden Hills mansion and it was surprising, to say the least.

Organised in the property’s divisive minimalist style, Kim revealed the fridge contains no plastic bottles after she made the decision to banish the material. They’re also growing their own fruit and vegetable on the property which is undeniably a great way to become more sustainable.


Kim, her husband Kanye West and their children North, six, Saint, four, Chicago, two and Psalm, eight months, have now adopted a mostly plant-based diet, although North is more pescatarian these days.

Her older sister Kourtney Kardashian has so far been presented as the most mindful of the family when it comes to the environment.

The 40-year-old’s disgust at anything that contains toxic ingredients be it food or other products, has been well documented on KUWTK.

Last year, she also launched her lifestyle brand Poosh – similar to Gwyneth Paltrow’s Goop – as another platform to push her eco-friendly message.

But where Danielle really thinks the Kardashian-Jenners could crackdown is on their carbon-offsetting considering all the private jets they use.

Kourtney is undoubtedly the most environmentally mindful member of the family (Picture: FilmMagic)

‘With their lifestyle, some of these things you just can’t not have like security who needs cars to travel with them,’ she admits.

‘Their entourage is so big it’s probably like having their own plane anyway. But if you’re going to do that, just make sure you’re carbon-offsetting somewhere else.’

She continued: ‘Behind the scenes, they could be super clean and sustainable but because they’re not saying anything, it’s harder for us to believe that.’

Danielle applauds the family for achieving what they have done over the past 10 years and says: ‘I really like them, I think they’re great in many ways and have done so much in pop culture. Kim’s done loads for body confidence.’

However, she adds: ‘Like anyone we all just need to take small steps. I don’t think they should change their whole life or their products.

‘I think it’s just you’ve got this voice, you’ve got millions of people watching so [it’s about being smart] in the long run.’

Metro.co.uk has reached out to reps for the Kardashian and Jenner families but they declined to comment.

Got a showbiz story?

If you’ve got a celebrity story, video or pictures get in touch with the Metro.co.uk entertainment team by emailing us celebtips@metro.co.uk, calling 020 3615 2145 or by visiting our Submit Stuff page – we’d love to hear from you.

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