Kylie Cosmetics is an American cosmetics company founded and owned by Kylie Jenner. Formerly known as Kylie Lip Kits, the company was renamed Kylie Cosmetics in 2016 after the release of the liquid lipstick and lip liner set on November 30, 2015. In 2018, Forbes valued the company at over $900 million.
- 1 Background
- 2 Collaborations and collections
- 2.1 Non-collaborative collections
- 3 Packaging
- 4 Marketing
- 5 Criticism
- 5.1 “Luxury” brush scandal
- 5.2 Skin Concealer controversy
- 5.3 “Provocative” blushes
- 5.4 Fake Lip Kits
- 6 See also
- 7 References
In 2014, Kylie Jenner signed on with Seed Beauty, a company launched by Laura Thomas that would help build Kylie’s brand from the ground up. Inspiration for the debut products came from Jenner’s childhood insecurity about her lip size. Kylie Jenner has described her decision to use her former insecurity as inspiration for her brand as “one of the most authentic things I’ve done in my career”. The first 15,000 lip kits were funded by Jenner at a cost of $250K from her modelling earnings. Kylie Lip Kits debuted in 2015 and sold out within a minute. Jenner’s mother, Kris Jenner, then brought in Canadian e-commerce platform Shopify in late 2015 to outsource sales. The company was renamed to Kylie Cosmetics in February 2016 and production was increased to 500,000 kits. By the end of 2016, the total revenue was $3.7 million.
In the first 18 months, the company generated $4.2 million in revenue. Kylie Cosmetics maintains its reputation as a individually funded and self run company. Kris Jenner has suggested that attaching to a bigger brand like Estee Lauder would be beneficial for the future of the company.
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.
Kylie Cosmetics is a cruelty-free company. The products are not animal-tested, and do not include any animal products such as honey or beeswax. As stated by the company’s website, all Kylie Lip Kits are vegan.
In July 2018, it was revealed by Forbes that the owner and founder Kylie Jenner is about to become the youngest individually-made billionaire ever, largely due to the success of Kylie Cosmetics.
In March 2019, it was confirmed by Forbes that Kylie is officially the youngest self made billionaire ever.
Collaborations and collections
Kylie Jenner has collaborated with several other celebrities on collections for Kylie Cosmetics. Some notable collaborations include Kim Kardashian-West, Khloe Kardashian, and Kourtney Kardashian. Most recently, Kylie Jenner has collaborated with her mother, Kris Jenner.
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, Kylie 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, fans were hit with the news that Koko X Kylie would be returning for a Part 2 of the half-sisters’ collaboration.
In April 2018, almost exactly a year after announcing her collaboration with Kim, Kylie 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.
In September of 2018, Kylie and Jordyn Woods did a collaboration called the Kylie x Jordyn Collection. This collection was one of the most personal as the packaging displayed cartoon like drawings of BFF’s Jordyn and Kylie. The collection incorporated an eyeshadow pallete, a mini highlighter pallet, lip glosses, and lipsticks. Some of the names in the eyeshadow pallet were called Wife Life, Loyal, True Love, Peru, Soul Mate, My Heart, Don’t Ever Leave Me, Sister, Ride or Die, Marry Me, Wild Love, and Love You B*tch.
In February, 2019, Kylie released her Valentine Collection which incorporated one eye shadow pallete, lip sets which included matte liquid lip sticks, lip glosses and a lip pencil, and a new blush called Crush. Similarly to her other collections, this one sold out very quickly.
In February 2018, Kylie released Kylie Cosmetics’ first non-collaborative collection: Weather. Kylie explained the collection is an ode to her daughter, Stormi, who inspired the collection and was born earlier that month.
The 2016 redesign of the Kylie Lip Kit packaging
In May 2016, Kylie Cosmetics was forced to change the packaging of its Lip Kits due to complaints of theft. Due to the easily recognizable packaging and high demand for the product at the time, some customers received empty boxes after having their products stolen in 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.
In the April 2018 release of the Kourt X Kylie Collection, Kylie Cosmetics included eyeshadow palettes with brand new plastic packaging rather than the traditional cardboard packaging.
Kylie Cosmetics heavily depends on social media for its marketing. Because of her extensive use of advertising on social media, Kylie Jenner has been dubbed by some as a “marketing genius”. As of August 2018, Kylie Jenner has the most followed Snapchat account and 118 million Instagram followers, all who see her teases to past and future makeup releases.
While Kylie 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. Before entering the beauty community, Ashley Rosales served in the United States Army as a mechanic.
Kylie Jenner revealed that she has enlisted her housekeeper and her boyfriend Travis Scott to model swatches of the makeup on their arms for social media advertisements.
“Luxury” brush scandal
In an occurrence dubbed by Cosmopolitan Australia as the “Kylie makeup brush scandal of 2017”, Kylie Jenner received backlash from fans, makeup gurus, and Internet users alike after Kylie Cosmetics launched a set of 16 luxury makeup brushes, priced at $360. After a few big-name makeup artists including James Charles and Manny MUA weighed in with their negative opinions on the price of the brush kit, Kylie responded via her personal Twitter, telling fans, “I hear you guys”. Many hoped that this would mean the company would lower their prices, but they have remained the same as of late.
All 30 shades of Kylie Cosmetics’ controversial concealer line.
Skin Concealer controversy
After the release of the Kylie concealer line, Skin Concealer, Kylie Cosmetics received negative feedback from internet users who claimed the company was copying Rihanna’s makeup line, Fenty Beauty. Though the intention of the makeup line was to remain inclusive, it was assumed by some that Kylie was profiting off of diversity by including 30 shades in her concealer line.
The Skin Concealer was additionally critiqued for the fact that all of the darker shades have red undertones, and is therefore believed by some to not cater to all skin types. Descriptions of the concealers on the Kylie Cosmetics website state that each of the darker shades has red undertones.
The release of Kylie Cosmetics’ most recent line of blushes sparked fury within some fans, claiming that the names of some of the new products were “too provocative”. Though the blush collection sold successfully, parents of young fans were not in support of names such as “Barely Legal”, “Virginity”, “X Rated”, and “Hot and Bothered”.
Fake Lip Kits
In the beginning of the release of Kylie Cosmetics, other websites started claiming and selling Kylie Lip Kits for a cheaper price. Once people got a hold of these lip kits, they realized that something was wrong with the product. Some people even claimed that they ended up getting allergic reactions from these counterfeit products. Later, all of this commotion got to Kylie’s attention and she publicly announced on her snapchat that the Kylie Cosmetics website is the only website that sells her authentic products.
- ColourPop Cosmetics
- The Kardashians
- Kylie Jenner
And the red undertone issue is more than mere speculation. According to the Kylie Cosmetics website, ALL of the deep dark concealer shades are meant for red undertones. Check out the description screenshots.
“. Revelist.com. Retrieved 26 May 2018.