Coty shelled out US$600 million to acquire a majority stake in Kylie Cosmetics in 2019. Two months ago, Andrew Stanleick, a longtime Coty veteran, was appointed CEO of Kylie Jenner’s namesake beauty brand. He also helmed the re-launch of Covergirl and is now in charge of overseeing the makeover of Kylie Cosmetics.
All of the products in the refreshed lineup have new vegan formulas and cue in with the clean beauty trend. The global rollout is scheduled for July 15 and the complete range is free from parabens, animal-sourced oils, 1600 potentially harmful ingredients and gluten, even though the wheat protein is rarely used in cosmetics.
The direct-to-consumer website – Kyliecosmetics.com – will also offer Kylie Skin products for the first time. Another major step forward is the appointment of key bricks-and-mortar retailers around the world following the online release.
Mecca has been selected in Australia, together with Harrods and Selfridges in the UK, Douglas across Europe and Nocibe in France. Kylie Cosmetics debuted in-store in Ulta Beauty in the US at the end of 2018 and this agreement will continue.
Jenner herself announced the makeover to her 240 million Instagram followers, revealing that her best-selling Lip Kits now offer 8 hours of wear.
We are so excited about the re-launch of Kylie Cosmetics with a reformulated range that is really at the forefront of everything Gen Z wants, noted Sue Nabi, CEO of Coty.
“Kylie Cosmetics is followed by many millions of people across the world. Our new online platform, along with selected retailers, allows consumers to buy their whole beauty routine in one space, from the cleanser to the moisturiser, the highlighter, or the lip colour.”