Kylie Cosmetics is continually expanding and evolving — and the brand’s latest evolution is making clean, sustainable beauty the norm.
For beauty mogul Kylie Jenner, creating products that make people feel confident, comfortable, and beautiful is the number one goal. That’s why she started Kylie Cosmetics at the age of 17 — to give her fans access to the makeup products she loves and uses every day to create her famous looks.
Jenner has been open about how the inspiration behind her iconic lip products came from her own personal insecurities. Her desire to have fuller lips led her to use makeup to enhance her look and help her feel more confident.
“Whether I’m getting my makeup done with my glam team for a shoot or doing my own makeup at home, I love that makeup can make you feel confident and beautiful,” says Jenner. Jenner launched her beauty business in 2015 with the Kylie Cosmetics Matte Lip Kits — a collection of three liquid lipsticks with corresponding lip liners in one ready-to-go kit. They sold out in less than a minute.
Since then, Kylie Cosmetics has expanded to include blushes, bronzers, highlighters, high glosses, matte liquid lipsticks, lip blushes, brow essentials, and eyeliners. As a result, it has become one of the most followed beauty brands in the world, with themed collections, unique collaborations, and limited-edition product drops that have fans lining up around the block.
Trending toward clean beauty
In 2021, Kylie Cosmetics went completely off the grid, leaving fans wondering what was coming next. After weeks of social media teasers, the brand relaunched with new-and-improved formulas and products.
The new formulas are clean, vegan, and cruelty-free, and have not been created with parabens, glutens, and about 1,600 other potentially harmful and irritating ingredients. Plus, they’re made with stricter standards than required by the U.S., Canada, and Europe, so you know you’re using the best ingredients on your skin.
The brand’s pivot reflects a trend that’s rapidly gaining momentum across the world. Consumers — led by Gen Z and Millennials — are becoming more conscious of the environmental impact of their products and driving the change toward making clean, sustainable beauty the norm.
“Innovation has come far in the past few years,” says Jenner. “When creating this line, it was so important to me to commit to using clean ingredients across the board, but to never sacrifice performance.”
When creating this line, it was so important to me to commit to using clean ingredients across the board, but to never sacrifice performance.Kylie Jenner
The formulas are designed with high-quality ingredients to help improve and support the healthy appearance of the skin. In addition, the Lip Kits are long-lasting and budge-resistant — Jenner doesn’t like having to reapply her lipstick throughout the night — and the lip liners are waterproof.
“For me, being able to have a lasting matte lip formula that wasn’t overly drying was so important when reformulating my Lip Kit,” Jenner explains. “My new formula has eight-hour wear and lasting colour but is super comfortable on the lips. I’m obsessed with it, and I know you guys are going to love it, too.”
Earlier this summer, Kylie Cosmetics launched its limited-edition Gloss Drip and Lip and Cheek Glow Balm in Canada. Next for the brand is the new Kylie Bath, coming to stores next month.
“I’m working on some amazing new launches that I can’t wait to share with you,” says Jenner.