When Kylie Cosmetics went completely black in May, with the exception of a cryptic photo of Kylie Jenner wearing all pink with the caption “something is happening”, the beauty world has launched into a wave of speculation. Could this be the end of Jenner’s first foray into cosmetics or the start of a new chapter?
Soon after, the brand announced it would be relaunching itself with fresh packaging and completely vegan and cruelty-free formulas. It would only be a matter of time before fans could get their hands on some new waterproof gel eyeliners, pressed bronzers and fan-favorite matte liquid lipsticks in shades like Better Not Pout – at build, easy to mix and all “clean”.
Well, the day has finally arrived. On July 15, makeup enthusiasts and fans alike will be able to purchase the new collection on the brand’s new website, which is now also home to Kylie Skin. This is the first time that Jenner’s two namesake companies have been available in the same location.
Vegan, ‘clean’ beauty quickly took over the industry with a focus on sustainable ingredients that are just as good for the skin as they are for the environment. Given the popularity of Kylie Cosmetics, it was really a question of when, not if, the brand would pivot.
According to a representative of the brand, the new formulas will exclude 1,600 potentially harmful ingredients including:
- Mineral oil
- Aluminum salts
- Lead acetate
- Methyl Cellosolve
In comparison, SeduceThe cleanliness standards of ‘define 15 classes of ingredients from which any product awarded the Clean Best of Beauty label is exempt. Based on our standards, Kylie Cosmetics passes brilliantly.
Succeeding in a brand revolution in the height of summer was a challenge that the founder welcomed. “I’m so proud to relaunch Kylie Cosmetics with all the new clean and vegan formulas,” Jenner says. “Innovation has come a long way over the past few years. When creating this range, it was so important for me to commit to using clean ingredients at all levels, but never to sacrifice performance. . “
Speaking of performance, the brand claims that the new and improved lip kits have a lifespan of up to eight hours. As we continue to throw away our masks, we’re excited to put the new formulas to the test, so stay tuned.
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