Kylie Jenner launches Kylie Baby brand following three-year development

Kylie Jenner has expanded her beauty empire into babycare, with the launch of the new Kylie Baby brand.

The "safe, gentle, clean, and conscious" range fo products for babies and children will be available exclusively on the brand’s new direct-to-consumer websites in the UK, US, France and Germany.

The range has launched with four skin and haircare bath essentials, three accessories and a gift set.

Commenting on the arrival of the new brand, which follows more than three years of development, Jenner said: "It’s been so hard to keep this a secret. I'm so happy it's finally here!

"When my daughter was born, I was working on developing Kylie Skin and I started to research baby skincare and haircare products and ingredients because I wanted to make sure I was putting gentle, clean, safe products on her skin and hair that followed the core principles of my Kylie Skin: vegan, cruelty free, gluten free, paraben free, sulfate free.

Kylie Jenner Brands Chief Executive Officer Andrew Stanleick added: “We very much look forward to launching Kylie Baby, a brand-new category for us and one that is so special to Kylie.

“The product range of Kylie Baby was truly a work of love. It was particularly important for us to make the formulations clean and vegan. As a result, they are gentle for babies and kids of all ages.”

Kylie Jenner originally embarked on her beauty business in 2015 with the launch of Kylie Lip Kits. With the backing of Coty, she has since expanded across multiple categories, launching Kylie Skin in May 2019, and relaunching Kylie Cosmetics in July 2021.