Kylie Cosmetics
| Company type | Private |
|---|---|
| Industry | Cosmetics |
| Founded | 2014 |
| Founder | Kylie Jenner, Kris Jenner |
| Headquarters | Oxnard, California , United States |
Area served | United States |
| Products | Cosmetics (lip kits, concealers, eyeshadow palettes, brush sets) |
| Parent | Coty Inc. (majority shareholder since 2019) |
Kylie Cosmetics, LLC is a United States-based cosmetics enterprise established by Kylie Jenner. The brand introduced its inaugural product, the Kylie Lip Kits—a duo comprising liquid lipstick and lip liner—on November 30, 2015. Initially called Lip Kit by Kylie, the brand adopted the name Kylie Cosmetics in 2016.
By 2018, Forbes had appraised the company's worth at $800 million, which rose to $900 million as of March 2019. In November 2019, Coty purchased a majority share of 51% for $600 million, placing Kylie Cosmetics’ valuation near $1.2 billion. Nonetheless, early 2020 reports from Forbes suggested the company’s valuation was inflated according to documents related to the Coty transaction.
Background
In 2014, Jenner and her mother, Kris Jenner, co-founded Kylie Cosmetics through a partnership with Seed Beauty. The initial product offering, Lip Kits consisting of liquid lipstick and lip liner, debuted on November 30, 2015. Seed Beauty manufactured the first batch of 15,000 kits, financed by Jenner with $250,000 earned from her modeling career. The brand was rebranded as Kylie Cosmetics in February 2016 and expanded production to half a million kits. By year-end 2016, revenue surpassed $300 million.
The brand’s origin is linked to Jenner’s own challenges with lip confidence, which many credit as a driving factor behind its widespread appeal and success.
Collaborations and collections
In April 2017, Jenner teamed up with Kim Kardashian for the KKW X Kylie collection. The following month saw Khloé Kardashian introduce the Koko collection in partnership with the brand. A pop-up event took place in November across seven TopShop locations in the United States. By November 2018, Kylie Cosmetics products were launched at Ulta stores.
April 2018 featured a collaboration with half-sister Kourtney Kardashian, titled Kourt X Kylie. On May 9, Jenner alongside Kris Jenner unveiled the Kris Kollection on Instagram, which included items such as the “Momager” Mini Lip Set along with lip glosses and a pressed powder palette. Released just before Mother’s Day, this collection received varied critical responses.
In 2019, Jenner collaborated with designer Oliver Rousteing for Kylie X Balmain, released on September 27. Subsequent themed partnerships included a holiday collection in 2020 inspired by The Grinch, an October 2021 Halloween set based on A Nightmare on Elm Street, and a Batman x Kylie collection launched on October 19, 2022.
Non-collaborative collections
February 2018 marked the launch of Kylie Cosmetics’ first solo collection called Weather, drawing inspiration from Jenner’s newborn daughter Stormi.
Pop-up locations
Jenner made personal appearances at pop-up shops held within Topshop outlets.
Packaging
To address issues with theft, Kylie Cosmetics revamped its Lip Kit packaging in May 2016. The initial design, a black box adorned with a white lip gloss drip motif, was highly distinctive and led to frequent product theft during shipping. The updated packaging adopted a simple black exterior, relocating the drip artwork to the interior of the box.
In April 2018, the Kourt X Kylie Collection debuted eyeshadow palettes featuring enhanced plastic casings, moving away from the conventional cardboard packaging.
Marketing
Although Jenner and her family frequently serve as models for Kylie Cosmetics, the signature lips showcased on the Lip Kits actually belong to beauty blogger Ashley Rosales, a former mechanic in the U.S. Army. Additionally, Jenner incorporated her housekeeper and ex-partner Travis Scott into social media campaigns by having them model makeup swatches.
Premium brush set pricing
In 2017, Kylie Cosmetics encountered significant backlash following the release of a 16-piece high-end makeup brush collection priced at $360, an incident dubbed the "Kylie makeup brush scandal" by Cosmopolitan Australia. Well-known beauty influencers such as James Charles and Jeffree Star publicly condemned the steep cost, prompting Jenner to respond via Twitter and acknowledge the public's concerns.
Concealer line disputes
The introduction of Kylie Cosmetics' Skin Concealer range faced criticism amid allegations of copying Rihanna’s Fenty Beauty. Although the line featured 30 shades aimed at inclusivity, some accused Jenner of exploiting diversity trends. Critics also pointed out that all darker shades had red undertones, which they argued did not adequately represent the full variety of deep skin tones.
Eyeshadow palette odor issues
In 2017, consumers reported a strong chemical smell emanating from the Royal Peach Eyeshadow Palette, likening it to "spray paint" or "paint thinner," raising questions about product safety and manufacturing quality.
Controversial product names
The March 2018 launch of Kylie Cosmetics' blush collection attracted criticism due to provocative names such as "Barely Legal," "Virginity," "X Rated," and "Hot and Bothered," which some felt were inappropriate for Jenner’s predominantly young audience.
Company valuation concerns
On April 8, 2020, Forbes declared Jenner the youngest "self-made" billionaire worldwide, estimating her net worth at $1.2 billion. However, by May, Forbes accused Jenner of exaggerating Kylie Cosmetics' revenues and falsifying tax documents to retain billionaire status. Records from Coty Inc., which acquired a controlling interest in Kylie Cosmetics, revealed that the company was smaller and less profitable than previously reported.