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Coty relaunches Kylie Cosmetics with new "clean" and vegan formulas

Lauretta Roberts
02 July 2021

Coty Inc has relaunched the Kylie Cosmetics with new and improved formulas that are both clean and vegan, along with refreshed packaging. 

The beauty giant is also revamping the brand's direct to consumer website, which will be unveiled on 15 July. The launch marks the first time consumers will be able to shop both Kylie Skin and Kylie Cosmetics in one location. 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.

Beauty entrepreneur Kylie Jenner launched the wildly successful beauty brand in 2015 starting with Kylie Lip Kits - a collection of three liquid lipsticks with corresponding lip liners in one ready-to-go kit.

It has since expanded across multiple categories, and has added the the skincare line, Kylie Skin. It has gone on to become the most-followed beauty brand in the world with 25m Instagram followers.

“I’m so proud to relaunch Kylie Cosmetics with all new formulas that are clean and vegan,” said Kylie Jenner.

“Innovation has come far in the past few years. When creating this line, it was so important to me to commit to using clean ingredients across the board, but to never sacrifice performance. My new lip kit has 8-hour wear and is so comfortable on the lips, and all my new formulas are amazing. I’m excited for everyone to try the new products,” she added.

The updated formulas have been 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 skin’s healthy appearance.

“We are excited about the relaunch of Kylie Cosmetics with a reformulated range that is really at the forefront of everything Gen Z wants,” said Sue Y. Nabi, Coty’s CEO. “Kylie Cosmetics is followed by many millions of people across the world. Our new online platform, along with selected retailers, allows consumers to buy their whole beauty routine in one space, from the cleanser to the moisturiser, the highlighter, or the lip colour."

The revamped Kylie Cosmetics has undergone strong consumer test results to support its efficacy. The new and upgraded formula of Matte Liquid Lipstick is said to be long-lasting with a budge-resistant 8-hour wear time, while the new lip liner is waterproof and long-lasting for up to 24-hours. During an additional consumer test of the new Pressed Blush Powder, 100% agree that it is comfortable to wear and doesn’t dry out the skin.

Included in this relaunch is Kylie Cosmetics latest innovation of Kyliner Gel Pencil that is available in 15 waterproof shades and two finishes.

As well as via its DTC site, Kylie cosmetics is available from select retail partners including Harrods and Selfridges in the UK, Douglas in Europe, and Mecca in Australia. In the US, the brand will relaunch with the new line in Ulta Beauty stores in August.

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