Kylie Cosmetics is an American cosmetics company, formerly known as Kylie Lip Kits, is founded and owned by Kylie Jenner, the youngest member of the famous US-based Kardashian-Jenner family clan. Kylie Jenner has hustled beyond her 19 years, monetizing her name and exploding it into a massive cosmetics brand. Kylie Cosmetics by Kylie Jenner is one of the fastest growing beauty brands in the world. In 2018, the company’s revenues grew by 9% to $360 million, which estimated that the company was worth more than $900 million. Already in March 2019, Kylie Jenner was officially named the youngest self-made billionaire ever. Jenner is also the youngest billionaire in the world.
In autumn 2015, Jenner she launched her first lipstick line as a part of her self-titled lip kit under the name Kylie Lip Kit a well as her personalized website and mobile app. The company was renamed Kylie Cosmetics in 2016 after the release of the liquid lipstick and lip liner set on November 30, 2015. Kylie has worked hard to create a line of products that she feels captures the Kylie Jenner aesthetic.
COLOR COSMETIC LINE
Kylie Cosmetics was put on the makeup map, by Kylie’s infamous "Lip Kit," consisting of a matching liquid lipstick and lip liner to create the perfect Kylie pout. Kylie’s never-before-seen concept disrupted the market and changed the face of the beauty industry forever. Kylie has since gone on to expand the collection into a full range of colour cosmetics, including eyeshadow palettes, concealers, highlighters, blushes, accessories and more, as well as becoming one of the most renowned and coveted cosmetics brands of 2018. The company is currently working with own labs to release new products in the near future.
In May 2019 Kylie Jenner ventured in her new skincare line called Kylie Skin. Skincare and makeup go hand in hand. Kylie Skin came soon after Kylie Cosmetics as the logical continuation of the line. Birthing a whole new team, manufacturing, fulfilment etc. separate from cosmetics line was challenging but according to official webpage all products in skincare cruelty-free, vegan, gluten-free, paraben and sulphate free and suitable for all skin types.
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 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.
MARKETING & SALES
Kylie Cosmetics brand power brings people in and heavily depends on social media for its marketing. 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 belong to beauty and lifestyle blogger, Ashley Rosales. As of September 2019, Jenner has the most followed Snapchat account and 145 million Instagram followers, all who see her tease to past and future makeup releases. On top of the $1.2 million she reportedly makes per sponsored Instagram post, according to Hopper HQ.
Social media platforms effected on her brand’s rapid growth. With her fame in media, Kylie got such easy access to her fans and customers. The beauty mogul’s line first started online and sells online through official webpages and at Ulta.com, the largest U.S. beauty retailer. Until December 2018, Kylie Cosmetics had never lived outside of a website. In December, she brought that brand to life and opened own store in one of the Los Angeles' city malls. Kylie Cosmetics entered the IRL space for the first time ever. The model proved itself an effective channel for the Kylie brand, and the success of the LA debut inspired Kylie to take the experience to other markets. Two months later, in New York, she opened shop during Fashion Week.