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Exclusive
January 9, 2021 12:01AM EST

Why Kylie Jenner Unfollowed Her BFFs Like Sofia Richie On Instagram: It’s Part Of A ‘Bigger Plan’

Kylie Jenner launches a limited-edition sunglasses range with eyewear company Quay Australia - and wears a faux pixie cut.
The QUAYXKYLIE capsule collection - comprised of 4 styles and 11 skis - will be available from July 11 at www.QuayAustralia.com and retailers worldwide for $75-$80 (USD) each.
Kylie, who personally designed the sunglasses alongside the Quay Australia team, said: "I've been wearing Quay Australia sunglasses for a long time. I'm so excited to create my very own collection and share my love for the brand with my fans."
Quay Australia founder Linda Hammond said: "We've found the perfect collaborator in Kylie. Her social influence is unparalleled and she is known for her dynamic style and edge that her followers want to emulate."
*BYLINE MUST CREDIT: QUAY AUSTRALIA/SPLASH NEWS

Pictured: Kylie Jenner
Ref: SPL1528162 280617 NON-EXCLUSIVE
Picture by: SplashNews.com

Splash News and Pictures
USA: +1 310-525-5808
London: +44 (0)20 8126 1009
Berlin: +49 175 3764 166
photodesk@splashnews.com

World Rights
EXCLUSIVE: Billionaire Cosmetics mogul, Kylie Jenner steps out for dinner wearing bright orange pants and a red shirt in Beverly Hills, CA. 14 Nov 2020 Pictured: Kylie Jenner. Photo credit: TheRealSPW / MEGA TheMegaAgency.com +1 888 505 6342 (Mega Agency TagID: MEGA715340_001.jpg) [Photo via Mega Agency]
EXCLUSIVE: Kylie Jenner puts her incredible curves on display in a crop top and sweat pants with a Louis Vuitton Handbag and Bottega Veneta shoes while leaving Delilah Bar/Restaurant in West Hollywood, CA. 22 Aug 2020 Pictured: Kylie Jenner. Photo credit: TheRealSPW / MEGA TheMegaAgency.com +1 888 505 6342 (Mega Agency TagID: MEGA695552_003.jpg) [Photo via Mega Agency]
Kylie Jenner arrives at the Vanity Fair Oscar Party on Sunday, Feb. 9, 2020, in Beverly Hills, Calif. (Photo by Evan Agostini/Invision/AP) View Gallery View Gallery 16 Photos.
Cassie Gill, Sarah Jones and Russ Weakland
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Kylie Jenner caused a stir by unfollowing her closest friends — including Sofia Richie and Victoria Villarroel – but a source tells us it was all ‘business.’

Kylie Jenner, 23, got fans talking this week when she unfollowed nearly all of her BFFs on Instagram. While it looked like there might be some drama, it turns out the makeup mogul had a pretty smart reason for the social media purge. “Kylie knew that whittling her list down would highlight the exact pages she wanted to showcase for her fans and hopefully get them to follow,” a source spilled to HollywoodLife EXCLUSIVELY.

Of the 28 she continued to follow, Stassie Karanikolaou appeared to be the only friend exempt from the purge along with her family members, popular fan pages and of course her own brands Kylie Cosmetics and Kylie Skin. “Pages like Kylie Cosmetics and Kylie Skin to promote her own brands, and she made sure to include a few of her fan pages to show them the same love they’ve shown her all these years,” they added, noting it was a “short-term” marketing school.

Kylie Jenner
Kylie Jenner unfollowed several of her close friends on Instagram, causing fans to speculate. (MEGA)

As of Jan. 8, the Kylie Skin founder has begun re-following some of the unfollowed friends, including Fai Khadra, Justin Bieber and Hailey Baldwin. Ky has yet to add Sofia Richie, 22, back to the list but the model and Scott Disick‘s ex continues to follow her. “[The friends] knew about this all along and there’s nothing but love there. They all know the name of the game,” our insider added.

The timing was particularly curious as Kylie has been vacationing in Aspen, Colorado with her family, including mom Kris Jenner and sisters Kourtney Kardashian and Kendall, as well as Fai, in a $450K a month mansion. Specifically, Fai was photographed on a shopping outing with Kendall just six days before Kylie’s unfollow spree. “Kylie has always been a savvy entrepreneur and there’s a reason she’s one of the richest women on the planet. She knows exactly what she’s doing especially when it comes to running her social media accounts,” our source reiterated.

View this post on Instagram

A post shared by Kylie Skin by Kylie Jenner (@kylieskin)

And with the buzz and attention, it certainly seems like the move has worked. “Kylie is a master of social media and business…This was all a part of a bigger plan and it was all business. She will and have re-followed her friends,” a second insider added. “She just wanted to focus to be on her brand and brands she wants her followers to know about. People are talking and that is all she hoped for, free advertising all the way.”

Kylie regularly posts about her cosmetic and skincare lines on social media, even celebrating National Bubble Bath Day on Jan. 8 with a super sexy post! The mom of Stormi Webster, 2, appeared to pose nude in a tub as she poured in her own rose scented bubble bath. In recent weeks, she also promoted her epic Grinch-themed Kylie Cosmetics holiday collection with a number of themed photo shoots.

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Kylie Jenner

More Kylie Jenner News:

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