Coty Gives Kylie Cosmetics A Complete Makeover, Debuts All-New Clean And Vegan Formulas

After wiping the Kylie Cosmetics Instagram account clean back in May 2021, leaving nothing but “something is coming” on the account, Coty Inc. has relaunched the beauty brand, but this time with new and improved formulas that are clean and vegan.

“I’m so proud to relaunch Kylie Cosmetics with all new formulas that are clean and vegan,” said Kylie Jenner, the founder of the namesake brand.

“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.”

Consumers can now shop the brand at select brick-and-mortar retailers, including Harrods and Selfridges in the U.K., Douglas in Europe, and Mecca in Australia. In the U.S., the brand will be made available at Ulta Beauty stores in August 2021, as well as through a new direct-to-consumer ( DTC) website that is expected to launch July 15, 2021. The website will offer access to both Kylie’s cosmetics and Jenner’s skincare line.

“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.”

Coty Inc. noted that while Kylie Cosmetics products have been carefully reformulated to be labeled clean and vegan, they are still high performance as they are rich in pigments and long-lasting. Furthermore, all products have been formulated to include ingredients that help improve and support the skin’s healthy appearance.

Jenner originally launched her beauty business back in 2015 with her Kylie Lip Kits, a collection of three liquid lipsticks with corresponding lip liners that quickly became popular in markets around the world. Since then, she has expanded her beauty empire across several categories, including her new skincare line, Kylie Skin.

Originally published at on July 5, 2021.



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