LOS ANGELES - To say that Kylie Jenner is invested in the beauty industry, or that she likes make-up, would be an understatement.

Despite her age, the 23-year-old media personality is now almost a billionaire due to the success of her make-up company, Kylie Cosmetics, which was formed six years ago in 2014.

That is why netizens were caught off guard when she shared a pre-makeup selfie with her 190 million Instagram followers on Sunday (August 16).

Apparently completely make-up-free, Jenner showed off her glowing skin, befitting of someone who owns a skincare range - Kylie Skin - which launched in May last year.

The star of the reality TV series Keeping Up With The Kardashians also shared a series of videos detailing her make-up routine using Kylie Cosmetics products.

These include the Almond Bronzer, the Queen Drip highlighter, as well as two blushes that she mixes together - Baddie on the Block and Winter Kiss.

She then shared a post-make-up selfie. Netizens were stunned with the transformative powers of good make-up, although others were sceptical as to whether a filter was used.