Difficult to imagine the universe beauty without Kylie Cosmetics. In ten years, the brand founded by Kylie Jenner went from Three lip kits launched online at a global machine, capable of igniting Ulta, to win a deal at $ 600 million with COTY, and to stay desirable in the post-Contouring era. This Fulgurating ascent, we followed it in real time. And today, to breathe his tenth candle, the brand comes back where it all started: The lips.
But no more question of reproducing a Copy and paste from the past. This new duo, in limited edition, plays with memories while sticking to Current codes: comfort formulas, subtle nudes, and this little twist glossy that Gen Z and Millennials tear. This Birthday launch, eagerly awaited, therefore celebrates a decade of cosmetic audacity. And as we have followed the adventure from the very first Restock (yes, we were there), we can tell you what to remember.
Once upon a time there was a kit
Return 2015. While she is buzzing by trying to make her lips more luscious with homemade tips (before going through the injections box), Kylie Jenner becomes viral on Instagram. She then announces the launch of her very first Kylie Lip kit: a duo Liner + Mat liquid lipstick. In a few minutes, everything is Sold Out. His strategy? Controlled marketing, an ultra-Glam image and a Fanbase already ready to buy your eyes closed. The following year, Kylie Cosmetics is officially born.
@kyliejenner obssed
♬ Original Sound – Kylie Jenner
A success story in figures
In 2018, Kylie Cosmetics is a course: more than $ 600 million in revenues in less than three years. The buzz does not weaken, the collabs are linked: with his sister Kim, his mother Kris or with Balmain. In 2019, the group COTY bought 51 % of the shares for 600 million, valuing the brand nearly $ 1.2 billion. This acquisition allows a global expansion and a presence in big brands like Ulta Beauty. The brand is also reinventing itself, with a new clean formula relaunched in 2021 and efforts on transparency of the ingredients.
A box that celebrates a whole route
Ten years past, million fans and always this intact seduction force. Kylie Cosmetics has become more than a pretty social success: it is a Longevity model in an ultra volatile beauty world. This Birthday duo embodies it to perfection: a memory touch (wink to the very first Lip kits), a modernized formula (new generation gloss cushion) and this good way to offer products desirable, effective and accessible. All in limited edition, already on promo and Deliverable in 24 hours. A real reminder that the brand still knows how to create the event, without betraying its Original DNA.
