Kylie Cosmetics is an American cosmetics company founded by media personality and famous Kardashian sister, Kylie Jenner.
Kylie Cosmetics began selling Kylie Lip Kits, on November 30, 2015. This was a liquid lipstick and lip liner set. Formerly known as Kylie Lip Kits, the company was renamed Kylie Cosmetics in 2016
In 2018, Forbes reported Kylie Cosmetics was valued at $800 million, and in March 2019, they valued the company at $900 million.On November 18, 2019, Coty, Inc. bought a 51% controlling stake in the company for $600 million.
In 2014, Kylie Jenner founded the company and partnered with Seed Beauty. The companies first product Kylie X Kris Lip Kits, a liquid lipstick and lip liner, debuted on November 30, 2015.The first 15,000 lip kits were produced by Seed Beauty and funded by Jenner at a cost of $250,000. Jenner used her modelling earnings to pay for this. The company was renamed to Kylie X Kris Cosmetics in February 2016 and production was increased to 500,000 kits. By the end of 2016, the company's total revenue was $300 million.
Jenner has described her decision to use her former insecurity about her lip size as inspiration for her brand, saying it is one of the most authentic things she has done in her career.
On November 18, 2019, Coty Inc., bought 51% controlling stake in the company, for $600 million.
On April 8, 2020, Jenner is still the world's youngest "self made" billionaire. Her net worth increased to 1.2 billion dollars.
In May 2016, Kylie Cosmetics changed the packaging of its Lip Kits due to complaints of theft. Due to the easily recognizable packaging and high demand for the product, some customers received empty boxes after having their products stolen during the mailing process.
The original Kylie Lip Kit box was black with a white lip gloss drip design. In order to solve the theft issue, the boxes were changed to a basic black, and the recognizable lip gloss design was moved to the inside of the box.
Kylie Cosmetics heavily depends on social media for its marketing. As of August 2018, Jenner has the most followed Snapchat account and 164 million Instagram followers, all who see her teases to past and future makeup releases.
Kylie Cosmetics also advertises daily on Instagram with verified the account. The Instagram account currently has 21.9 million followers. They share popular beauty influences reviews, sales, new products, and many photos of Kylie Jenner. herself using the products.
Kylie also relies heavily on Youtube for marketing her brand and launches. Kylie Jenner's. Youtube channel has over 7.5 million subscribers. She'll often record a 'get ready with me' to promote her upcoming launches.
While Jenner, or members of her family, often serve as the face of Kylie Cosmetics, the pair of lips that advertise the Lip Kits themselves belongs to beauty and lifestyle blogger, Ashley Rosales.
Jenner has collaborated with several other celebrities on collections for Kylie Cosmetics. Some notable collaborations include Kim Kardashian-West, Khloe Kardashian, and Kourtney Kardashian. In November 2016, Kylie announced the very first Kylie Cosmetics collaboration called Koko X Kylie, where she teamed up with her half-sister, Khloe Kardashian.
In April 2017, Jenner announced her collaboration with her half-sister, Kim Kardashian-West, called KKW X Kylie. Kylie Cosmetics partnered with Kim Kardashian-West soon after the KKW release.
In May 2017, it was announced Koko X Kylie would be returning for a Part 2 of the half-sisters’ collaboration.
In a month long pop-up event in November 2017, seven TopShop stores across the US sold Kylie Cosmetics products. In November 2018, Kylie Cosmetics began selling their products at Ulta. Many attribute the brand's success to Jenner's cosmetically altered lips
In April 2018, Jenner announced her Kylie Cosmetics collaboration with her oldest half-sister, Kourtney Kardashian, called Kourt X Kylie.
On May 9, 2018, Kylie and Kris Jenner announced their collaboration called the Kris Kollection via Kylie's personal instagram. The Mini Lip Set in the Kris Kollection, which includes eight mini liquid lipsticks, is aptly named “Momager”, a title in which Kris Jenner has personally taken on, and attempted to trademark, in recent years. In addition to the "Momager" Lip Kit, the Kris Kollection includes lip glosses and a four pan pressed powder highlight/blush palette, which has created a lot of controversy online with both good and bad reviews.The collection was released just in time for Mother's Day.
On September 14, 2018, Kylie announced her new launch the Jordyn X Kylie collection, in celebration of her long term friendship Jordyn Woods.
On June 9, 2019, Kylie announced her collaboration with her half sister Khloe Kardashian for the third time.
In 2019, Kylie announced her collaboration with Oliver Rousteing the creative director for Balmain in the Kylie X Balmain collection. Which launched on September 27 of that year.
Content from Kylie Cosmetics.