Coty relaunches Kylie Cosmetics as clean and vegan

By

Jennifer Braun

Published
Jul 2, 2021

American beauty conglomerate Coty Inc. announced on Thursday the relaunch of Kylie Cosmetics with new clean and vegan formulas, a refreshed packaging and a new way to shop. 

Coming July 15, consumers will now be able to shop the brand through a new direct-to-consumer website giving access to both Kylie's cosmetics and skincare brands for the first time. 

The brand will also be available globally through an expanded list of brick-and-mortar retailers including Harrods and Selfridges in the UK, Douglas in Europe, and Mecca in Australia. Meanwhile, in the U.S., the brand will relaunch with the new line in Ulta Beauty stores in August.

Shoppers will be able to experience updated formulas that have been created without animal oils, parabens, or gluten, along with a long list of over 1,600 other potentially harmful and irritating ingredients.

“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, Coty’s CEO.

“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 moisturizer, the highlighter, or the lip color.”

“I’m so proud to relaunch Kylie Cosmetics with all new formulas that are clean and vegan,” said Kylie Jenner. “Innovation has come far in the past few years. When creating this line, it was so important to me to commit to using clean ingredients across the board, but to never sacrifice performance. My new lip kit has 8-hour wear and is so comfortable on the lips, and all my new formulas are amazing. I’m excited for everyone to try the new products.”

The announcement follows the appointment in May of Andrew Stanleick as the chief executive officer for the beauty brands business created by celebrity and influencer Kylie Jenner. He also manages reality TV star Kim Kardashian West's business for Coty. 

Kylie Jenner originally embarked on her beauty business in 2015 with the launch of Kylie Lip Kits. Since then, Kylie has expanded her beauty empire across multiple categories, including with the launch of her skincare line, Kylie Skin. 

Coty first bought a majority stake in Kylie Cosmetics, in November 2019.