This family is remarkable. In the space of just a few years, Kylie Jenner went from being a reality TV star to a self-made billionaire, thanks largely to the explosive success of Kylie Cosmetics. Launched in 2015 with the now-iconic lip kit, the brand has grown into one of the most influential in the beauty world. Beyond cosmetics, Kylie’s personal life and ventures keep her in the spotlight. She continues to date actor Timothée Chalamet, and her business pursuits thrive.
Never staying still. Kylie recently launched a new plumping powder matte lip product back in October. Additionally, her fashion brand KHY is celebrating its anniversary with the re-release of favourite Namilia collaboration pieces, along with a new faux leather collection just in time for autumn. The impact Kylie Cosmetics has had on the beauty industry, along with the controversies surrounding it, have only strengthened her presence as a force to be reckoned with. Find out why.
Kylie Jenner the Beauty Influencer
Kylie Jenner’s transformation into a beauty mogul is nothing short of remarkable. Everyone can attest to that. Even me. Much of that success can be attributed to her immense social media presence. As one of the most followed people on Instagram, Jenner commands the attention of millions daily. And so is her ability to cultivate a distinct personal brand. Grounded in her signature full lips, glamorous makeup looks, and ever-evolving hairstyles she has created an aspirational image that clicks with young audiences worldwide.
Jenner has used her platform not only to promote Kylie Cosmetics but to establish a direct connection with her followers. She is often seen testing new products, sharing makeup tutorials, and offering behind-the-scenes glimpses into product development. This level of accessibility has built an almost cult-like following, where fans feel personally invested in her brand. Her success illustrates the power of leveraging personal branding in the age of social media. Kylie’s fans are not just buying a product; they’re buying into her lifestyle.
Launch & Growth of Kylie Cosmetics
Kylie Cosmetics launched in 2015 with just one product: the Lip Kit. Initially released in three shades, the kits, which included a matching lip liner and liquid lipstick (which sold out within minutes) capitalising on Jenner’s signature plump-lipped look. What started as a seemingly modest venture quickly turned into a beauty juggernaut, with Jenner making a reported $420 million in retail sales within just 18 months.
From there, Kylie Cosmetics expanded rapidly. The brand introduced new product lines, including eyeshadow palettes, blushes, highlighters, and foundations, to meet growing demand. A key aspect of the brand’s growth was its use of limited-edition collections and collaborations, often tied to personal milestones or holidays. Whether it was a birthday collection or a collaboration with her sisters, each release felt like an event, keeping fans engaged and eager to get their hands on the next must-have product.
Kylie Cosmetics also took advantage of the burgeoning direct-to-consumer model. By launching as an online-only brand, Jenner cut out the middleman and ensured a more intimate shopping experience for customers. This strategy allowed her to maintain high-profit margins and keep her brand exclusive and desirable.
In 2019, Jenner sold 51% of her company to Coty Inc. for a staggering $600 million, further solidifying her place as a businesswoman. The partnership aimed to expand Kylie Cosmetics globally, with hopes of increasing distribution through physical retail outlets and new product innovations.
Kylie Cosmetics’ Impact on the Beauty Industry
Kylie Cosmetics did more than just sell products; it helped redefine the beauty industry in several key ways:
- The Rise of Social Media-Driven Brands: Kylie Cosmetics was a pioneer of the Instagram-born beauty brand. While influencer-led brands are now commonplace, Jenner’s success helped to legitimise the model. Her direct-to-consumer approach via social platforms showed that traditional advertising methods were no longer necessary for success, especially when you have millions of engaged followers.
- Lip Kits and the Matte Lip Trend: The Lip Kit phenomenon reinvigorated the beauty industry’s obsession with matte lip products. This single product created a trend that influenced competitors to launch their versions of long-lasting, matte liquid lipsticks.
- Celebrity-Driven Beauty Brands: Jenner’s success paved the way for other celebrities to enter the beauty space. From Rihanna’s Fenty Beauty to Selena Gomez’s Rare Beauty, the celebrity beauty brand boom was arguably kickstarted by the success of Kylie Cosmetics.
- Limited Edition and Drop Culture: By frequently releasing limited-edition products, Kylie Cosmetics helped cement the idea of “drop culture” in beauty. The thrill of getting hold of exclusive products created a sense of urgency, mimicking the strategies used by streetwear brands.
- Focus on Inclusivity: Following criticisms of early launches that lacked diverse shade ranges, Kylie Cosmetics eventually followed brands like Fenty Beauty in offering a wider array of products that catered to different skin tones and types. This shift reflected broader industry changes, with inclusivity becoming a central theme in beauty.
Criticism & Controversy
While Kylie Cosmetics has enjoyed enormous success, it hasn’t been without its share of controversy. One of the most persistent critiques has been accusations of cultural appropriation. Critics have accused Jenner of profiting off styles traditionally associated with Black culture, such as fuller lips and braids, without acknowledging their origins.
There have also been issues with product quality. Early in the brand’s history, some customers complained about faulty lip wands and inconsistent product textures. These complaints raised questions about whether the brand was more concerned with hype and sales than quality. Furthermore, the high prices of some of Kylie’s products have sparked debates about whether customers are paying for the name rather than the actual value.
Jenner herself has also faced backlash for being labelled a “self-made” billionaire, with critics arguing that her family’s wealth and fame were key factors in her business success. Despite these controversies, Kylie Cosmetics continues to thrive, showing that the brand’s loyal fanbase is willing to overlook certain missteps.
The Future of Kylie Cosmetics
Looking ahead, Kylie Cosmetics faces both opportunities and challenges. As the beauty industry becomes increasingly crowded, standing out in a sea of celebrity brands will require innovation and differentiation. While the Coty partnership has helped increase the brand’s global reach, expanding into new categories and diversifying its offerings will be critical for maintaining its status.
One of the major challenges is the growing demand for sustainability and transparency in beauty. Consumers are becoming more conscious about the ingredients in their products and the environmental impact of packaging. Kylie Cosmetics will need to address these concerns if it wants to stay relevant in an industry that’s evolving towards “clean” beauty.
There is also the question of how long Kylie’s personal brand can carry the company. As she grows older, her audience may shift, and new influencers will emerge. The challenge will be finding ways to maintain relevance while evolving beyond the shadow of its founder’s fame.
Kylie Cosmetics Product Line
| Product Category | Line | Example Products |
| Cosmetics | Lips | Includes lip kits, lipsticks, glosses, plumpers, liners, and lip care products. |
| Face | Offers foundations, concealers, blushes, bronzers, highlighters, setting powders, and sprays. | |
| Eyes | Includes eyeshadows, palettes, mascaras, and eyeliners. | |
| Brows | Features brow pencils, gels, and highlighters. | |
| Fragrances | Body Lotions | Contains body lotions, body mist and gift sets. |
| Perfume | Eau de Parfum in bottle and pen spray. | |
| Kylie Skin | Face | Lip oils, cleansers, toners, serums, moisturisers, minis. |
| Body | Body wash & scrubs, body lotions & oils, bath soaks & bubbles, bath accessories. | |
| Care | Eye care, lip care, exfoliators and masks. | |
| Kylie Baby | Moisturise & Soothe | Moisturising lotions, soothing balms, lip and cheek sticks. |
| Hair Care | Gentle shampoo and gentle hair conditioner. | |
| Accessories | Bath towels, travel cases plus various bundles. |
Reality TV Beauty Mogul
From a reality television star to a beauty mogul, Kylie Jenner’s story is all about personal branding and social media influence. Kylie Cosmetics built an empire that reshaped the beauty industry. Seriously, one cannot talk enough about the trends, consumer behavior, and even the rise of influencer-driven businesses that the brand has helped kick start. But with increased competition, and shifting industry tides, Kylie Cosmetics will have to continue its new chapter of evolution if it wants to stay atop the beauty stratosphere.
In the end, Kylie Jenner may have launched her brand off the back of her personal fame, but Kylie Cosmetics now stands as a fully-fledged force in the global beauty market – one that has left an indelible mark on the industry.
