Kylie Cosmetics
Created by Kylie Jenner
The Story
Kylie Cosmetics launched in 2015 with the now-iconic Kylie Lip Kit, selling out in under a minute. Founded by Kylie Jenner, the brand disrupted the beauty industry by leveraging social media to build a billion-dollar empire. Known for bold lip products, clean formulas, and limited-edition collections, Kylie Cosmetics has become one of the most recognisable beauty brands in the world. The brand relaunched in 2021 with upgraded vegan and clean formulas across all categories.
Available At
BeautyShield Protection
Every Kylie Cosmetics product is eligible for instant replacement protection
Founder Story
Kylie Jenner was just 17 when she launched the Kylie Lip Kit in 2015, inspired by her own insecurity about her lips as a teenager. She used her massive social media following to create unprecedented demand, with the first 15,000 units selling out in under 60 seconds. Coty acquired a 51% stake in 2019 for $600 million, valuing the brand at $1.2 billion and making Kylie the youngest self-made billionaire at the time. In 2021, she relaunched the entire line with vegan and clean formulas, demonstrating her commitment to evolving with consumer expectations.
Behind the Scenes
Kylie Cosmetics operates from a state-of-the-art facility in Oxnard, California, where every product is developed with clean, vegan formulas. Kylie is deeply involved in product development, personally selecting shades and testing textures. The brands limited-edition drops create intense demand, with some collections selling out in minutes. The social media strategy is built around Kylies personal brand, with product launches timed to her 400 million followers across platforms.
Key Milestones
Kylie Lip Kit launches, sells out in under 60 seconds
Expands to full cosmetics line with eyeshadow palettes
Coty acquires 51% stake for $600 million
Full brand relaunch with vegan and clean formulas
Launches Kylie Skin and Kylie Baby extensions
Reaches 2,000+ retail doors globally through Ulta partnership
Starter Kits
Curated bundles with bundled protection savings
The Kylie Lip Edit
Three iconic Kylie lip products. Includes Matte Liquid Lipstick, Lip Liner, and Lip Gloss.
Kylie Face Favourites
The complete Kylie face. Includes Skin Tint, Bronzer Stick, and Eye Gloss.
Product Catalogue
Matte Lip Kit
Iconic matte liquid lipstick + lip liner duo. 8-hour wear, transfer-resistant, waterproof.
Velvet Lip Kit
Velvet liquid lipstick + lip liner. Soft matte finish with comfortable all-day wear.
Lip Shine Lacquer
High-shine lip lacquer with mirror-like finish. Non-sticky formula.
Lip Blush
Sheer lip and cheek tint for a natural flush of colour.
Power Plush Foundation
Longwear soft matte foundation with buildable medium-to-full coverage.
Soft Pinch Blush
Dewy liquid blush that melts into skin for a natural flush.
Kyliner Gel Liner
Waterproof gel eyeliner pencil with built-in sharpener.
Kylie Skin Set
Complete skincare routine: cleanser, toner, serum, moisturiser, eye cream, and scrub.