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Coty relaunches Kylie Cosmetics brand

New direct to consumer website and select brick and mortar stores – including Harrods and Selfridges in the UK – will ensure global availability of popular brand for the first time.

Coty has relaunched Kylie Cosmetics – the brand set up by Kylie Jenner in 2015 – with new and improved formulas and refreshed packaging, while a direct to consumer website and select brick and mortar stores will ensure global availability for the first time.

The beauty business began in 2015 with the launch of Kylie Lip Kits and since then Kylie has expanded the brand across multiple categories, as well as launching a Kylie Skin skincare line.

Coty acquired 51% in the beauty brands for $600m in 2020, with the aim of working with the reality star to build the business into a global powerhouse brand.

Harrods and Selfridges will be selling the Kylie Cosmetics brand in the UK, as well as Douglas in Europe and Mecca in Australia. In the US, the brand will relaunch with the new line in Ulta Beauty stores in August.

The new direct to consumer website launched on 15 July and marks the furst time that consumers are able to shop both Kylie Skin and Kylie Cosmetics in one location. The site will be the first destination for all new product launches and collection drops, as well as featuring new educational content and shoppable selections of Kylie’s favourite products.

The new range includes improved clean and vegan formulas with products including new lip kits (promising eight-hour wear), pressed blush powder and the new Kyliner Gel Pencil among others.

“We are excited about the relaunch of Kylie Cosmetics with a reformulated range that is really at the forefront of everything Gen Z wants,” said Sue Y. 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.”

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