Earlier this week, Kylie Jenner welcomed her first child, a baby girl whose name remains unknown.
After nine months of scrupulously avoiding her adoring public, one would think that Kylie would be enjoying some well-deserved time at center stage.
But life in the Kardashian clan is a constant competition for the spotlight, and Kylie has the misfortune to be pitted against one of the most famous women on the planet.
Yes, rumors of a rivalry between Kylie and Kim Kardashian have been circulating for years, and while the sisters seem sincere in their love for one another, they also seem to enjoy a bit of healthy competition.
In the months leading up to her pregnancy, it seemed that Kylie was cruising to an easy victory over her older and previously more famous sister.
She had amassed over 100 million Instagram followers; her cosmetics line was selling out in record numbers; and amazingly, at just 20 years old, Kylie was on the verge of becoming a billionaire.
And then she disappeared.
Now, to be clear - if Kylie believed that taking a hiatus from social media for a few months was the right thing for her baby and herself, then she was wise to do, and we applaud her decision.
Unfortunately, it seems the impact on her popularity and marketability has been greater than she ever could have predicted.
For the first time since their launch, Kylie's cosmetics have seen slumping sales.
Items that formerly would have sold out within minutes now remain on the virtual shelves several months after their release.
And it seems Kylie's main competitor is having no trouble moving her own wares:
Kim Kardashian also welcomed a child recently, but the 37-year-old mother of three continues to eschew days off in favor of maintaining her empire.
(It's worth noting that Kim's kid was delivered by a surrogate, which made it a smidge easier for her to continue working while she awaited the baby's arrival.)
Kim's latest business venture is a fragrance line with three signature scents - Bae, Ride or Die & BFF.
Despite those cringe-worthy names, TMZ is reporting today that Kim's fragrance line sold out its entire stock of 300,000 on Sunday - just four days after its release.
The site reports that sales exceeded $10 million.
Sounds like Kylie may want to get on her grind ASAP.
Clearly, Kim doesn't believe in maternity leave.