NEW YORK–(COMMERCIAL THREAD) – Coty Inc. (NYSE: COTY) announces the relaunch of Kylie Cosmetics with new improved, clean and vegan formulas, as well as renewed packaging. Consumers will now be able to purchase the brand worldwide from select retailers and a new direct-to-consumer website launched on July 15 that provides for the first time access to the cosmetics and skin care brands of Kylie.
“I’m so proud to relaunch Kylie Cosmetics with all the new clean and vegan formulas,” Kylie Jenner said. “Innovation has come a long way in recent years. When creating this line, it was so important to me to commit to using clean ingredients at all levels, but never to sacrifice performance. My new lip kit has an 8 hour wear and is so comfortable on the lips, and all of my new formulas are amazing. I’m glad everyone is trying the new products.
Kylie Jenner originally got into her beauty business in 2015 with the launch of Kylie Lip Kits – a collection of three liquid lipsticks with matching lip pencils in a ready-made kit. Since then, Kylie has expanded her beauty empire across multiple categories, launched her skincare line, Kylie Skin, and grown her cosmetics brand to become the world’s most followed beauty brand, with its collections. unique annuals and frequent online sales. .
Today, Kylie and COTY continue to expand their beauty empire with new, improved, clean, vegan formulas without compromising high performance, high pigments and long-lasting color. These updated formulas were created without animal oils, parabens or gluten, along with a long list of over 1,600 other potentially harmful and irritating ingredients. All products have been formulated with carefully selected ingredients that help improve and support the healthy appearance of the skin.
“We are thrilled to relaunch Kylie Cosmetics with a reformulated line that is truly on the cutting edge of everything Gen Z wants,” said Sue Y. Nabi, CEO of Coty. “Kylie Cosmetics is followed by millions of people around the world. Our new online platform, along with select retailers, allow consumers to shop for their entire beauty routine in one place, from cleanser and moisturizer to highlighter or lipstick.
The new version of Kylie Cosmetics has obtained strong consumer test results to confirm its effectiveness. The new and improved formula of the matte liquid lipstick is long lasting with an 8 hour wear time *, while the new lip liner is waterproof ** and long lasting for up to 24 hours *. In an additional consumer test of the new Pressed Powder Blush, 100% said it was comfortable to wear and did not dry out the skin ***. Included in this relaunch is Kylie Cosmetics’ latest innovation of the Kyliner Gel Pencil – Kylie’s secret to creating her ultra-defined eyeliner looks. Available in 15 waterproof shades and two finishes, this ultra-creamy and ultra-slippery formula allows for a perfect application in just one pass. You can find more information on all consumer test results at KylieCosmetics.com.
This launch will be the first time that Kylie Cosmetics will be available to buy in-store worldwide from select retail partners including Harrods and Selfridges in the UK, Douglas in Europe and Mecca in Australia. In the United States, the brand will relaunch with the new line in Ulta Beauty stores in August.
The new Direct-to-Consumer (DTC) website will launch on July 15, 2021 and will be the first time consumers will be able to purchase both Kylie Skin and Kylie Cosmetics in one place. The site will be the first destination for all new product launches and collection drops and will also feature new educational content and shoppable selections of Kylie’s favorite products.
Links to the DTC websites below:
About Coty Inc.
Coty is one of the world’s largest beauty companies with an iconic portfolio of fragrance, color cosmetics, and skin and body care brands. Coty is the world leader in perfumes and number three in color cosmetics. Coty’s products are sold in over 150 countries around the world. Coty and its brands are involved in various social causes and seek to minimize their impact on the environment. For more information on Coty Inc., please visit www.coty.com.
About Kylie Cosmetics and Kylie Skin
Inspired by her love for makeup and her passion for business, Kylie launched her cosmetics brand, Kylie Cosmetics in November 2015. The first product, the Kylie Lip Kit, sold out in less than a minute and the concept Kylie’s direct retail has turned the beauty industry upside down. . Its e-commerce site KylieCosmetics.com is today one of the most successful online stores in the world and in March 2019, Kylie Cosmetics was recognized by Fast Company as one of the “50 most innovative companies in the world. For “authentically connecting to a generation.” In May 2019, Kylie launched her skincare brand, Kylie Skin, offering cruelty-free, vegan, gluten-free, paraben-free, sulfate-free and suitable for all skin types. In 2020, Coty acquired 51% of Kylie’s beauty brands with a focus on co-building and growing the beauty business into a powerful global brand. In July 2021, Kylie announced the relaunch of Kylie Cosmetics as clean, vegan products, with global availability for the first time through select brick and mortar retailers such as Harrods and Selfridges in the UK, Douglas in Europe and Mecca in Au stralie with a new Direct Consumer Website where consumers can purchase both Kylie Skin and Kylie Cosmetics.
Results of consumer complaints:
* Instrumental test (evaluation of the hold of a make-up product) carried out on 20 women
** Instrumental test (evaluation of the “water resistance” of a make-up product) carried out on 20 women
*** Consumer acceptance test carried out on 50 women between 18 and 40 years old, current blush users. Use of the product for 1 week.