Kylie Cosmetics launched in 2015 as Kylie Lip Kits when the reality TV star launched her signature lip product. Jenner in 2019 sold a 51% stake of the company for $600 million to the beauty brand Coty, which gave the company a $1.2 billion valuation.
The brand briefly disappeared in 2021, but relaunched in July with reformulated products. The new product formulas are vegan, gluten-free, cruelty-free and paraben-free, Harper's Bazaar reported. Anna Von Bayern, the chief corporate affairs officer at Coty, was named the CEO of Kylie Cosmetics earlier this year, according to a Business Insider report.
The brand since launch has sold products directly to consumers through its website, though the products showed up in brick-and-mortar Ulta Beauty stores through a partnership that began in 2018.
Department stores have upped their beauty offerings to bring in new customers. JCPenney also this week announced that it was rolling out its new, diversity-focused beauty concept at its stores nationwide after it tested the concept at select locations last year. Sephora, who previously partnered with JCPenney, is opening up locations at all of Kohl’s locations in the U.S. Clinique earlier this year launched a new personalized experience called the Clinique Lab inside Macy’s store in Herald Square in New York City.