Kylie Cosmetics

Kylie Cosmetics launched on November 30, 2015, with a single product: the Kylie Lip Kit, a liquid lipstick and lip liner set initially called Lip Kit by Kylie. Kylie Jenner, the youngest of the Kardashian-Jenner family, turned her massive Instagram and Snapchat following into a direct-to-consumer empire. The first production run of 15,000 lip kits sold out in under a minute, setting a pattern of rapid sellouts that defined the brand's early years. By 2016, the brand had been renamed Kylie Cosmetics and expanded into eyeshadow palettes, highlighters, and concealers.

The brand's growth caught the attention of beauty conglomerate Coty Inc., which acquired a 51% controlling stake in November 2019 for $600 million, valuing the company at around $1.2 billion. However, that deal also sparked controversy. Forbes later reported that Kylie Cosmetics had inflated its revenue figures, and the publication retracted Jenner's title as the youngest self-made billionaire. Coty's documents revealed 2019 revenue of roughly $250 million, not the $360 million previously claimed.

Today, Kylie Cosmetics operates under Coty's prestige division, with Jenner retaining 49% ownership and serving as Chief Creative Officer. The product line has grown to include lip glosses, eyeliners, mascara, and face palettes, along with sub-brands Kylie Skin (skincare, launched May 2019) and Kylie Baby (baby care, launched September 2021). The brand sells through its own website, Ulta Beauty stores across the US, and international retailers like Boots in the UK and MECCA in Australia. Pricing ranges from $12 for a lip liner to $48 for an eyeshadow palette, positioning it in the affordable-to-mid-tier market.[edit]