What Happened to Kylie Cosmetics?

Kylie Cosmetics began its journey in November 2015 with the launch of 'Kylie Lip Kits,' a collection of liquid lipsticks and matching lip liners. The initial 15,000 kits, funded by Kylie Jenner's modeling earnings, sold out in less than a minute, demonstrating the immense power of Jenner's social media following and direct-to-consumer strategy. Renamed Kylie Cosmetics in February 2016, the brand rapidly expanded its product line beyond lips to include eyeshadows, blushes, and highlighters, achieving over $300 million in revenue by the end of 2016.

The brand's meteoric rise was largely attributed to Kylie Jenner's unparalleled social media reach and her ability to connect directly with a young, engaged audience. This influencer-led model disrupted traditional beauty marketing, creating a blueprint for many celebrity-backed brands that followed. A key turning point came in November 2018 when Kylie Cosmetics launched in physical retail at Ulta Beauty stores nationwide, significantly broadening its accessibility beyond its online-only origins.

In November 2019, beauty conglomerate Coty Inc. acquired a 51% controlling stake in Kylie Cosmetics for $600 million, valuing the company at approximately $1.2 billion. This partnership aimed to leverage Coty's global distribution and operational expertise to further scale the brand internationally. However, the deal also brought increased scrutiny, leading Forbes to revoke Kylie Jenner's 'self-made billionaire' title in May 2020, citing discrepancies between publicly claimed revenues and verified figures from the Coty deal.

Following the acquisition, Kylie Cosmetics underwent a significant relaunch in July 2021, introducing new clean and vegan formulas, refreshed packaging, and an enhanced direct-to-consumer website. This rebrand also marked the brand's global in-store debut in select retailers like Harrods, Selfridges, and Douglas. Kylie Jenner has remained deeply involved in the brand's creative direction, product development, and social media strategy, affirming her commitment to Kylie Cosmetics as her primary passion.

As of August 2026, Kylie Cosmetics continues to be a dynamic force in the beauty industry. The brand celebrated its 10-year anniversary in October 2025 with a limited-edition 'King Kylie Collection' and pop-up events. In February 2026, it collaborated with Kourtney Kardashian Barker's Lemme on ingestible beauty supplements, and in May 2026, launched its 'Summer Hydrating Lip Essentials' collection. The brand further expanded its retail presence by debuting at Ulta Beauty at Target in June 2024. The Cosmetify Index ranked Kylie Cosmetics as the second most popular beauty brand globally in the first half of 2026, underscoring its continued relevance and strong market position. Kylie Jenner's first fragrance, Cosmic Kylie Jenner, launched in 2024, also became a bestselling fragrance in the USA and UK.