Since its founding, the company has managed to stay afloat in the inundated market, the brand has always been very successful, with the products selling out in seconds during the first-ever launch, the brand that began as ‘lip kit by kylie’ and soon after realizing the potential, kylie decided to change the name to kylie cosmetics. In July 2021, the beauty company re-launched with an all-new clean vegan, gluten-free, cruelty-free, and paraben-free products with plans of venturing into more enterprises such as kylie hair, kylie skin, kylie baby along with many other projects. Some of these are products made by kylie cosmetics.
LipstickLip-gloss Lip linerMascaraEyelinersHighlighters Blushes Bronzers Brow kitConcealers
From Lip Kits to Kylie Cosmetics
What started as a young woman just playing around doing what she loves to do, selling lip gloss, has now become a global company valued at over $1 billion. In 2014, Kylie Cosmetics paired up with a company called seed beauty, who were the heiress of Spatz Laboratories, which is a company founded in 1955 and produces make-up products for other brands. Kylie launched a collection of three more products, liquid-lipsticks and lip-liners which sold at $29 and sold out the first batch of 5000 in minutes.
Kylie Cosmetics Partnerships
Kylie embarked on her first retail affiliation with Toyshop, affiliating for pop-up shops, Kylie cosmetics joined Ulta-beauty to sell her products in its stores. That relationship between kylie cosmetics and Ulta went a long way in ensuring and increasing added revenue for Ulta. The beauty retailer openly commented that the Kylie Cosmetics brand drove shoppers into their stores.
Kylie Cosmetics and Coty Inc
Kylie Jenner during an interview said, “The drive behind why I sold around 50% of kylie cosmetics was to have this huge framework to go worldwide”. The healthy skin line, which was started in May 2019, did $100 million in income in a coupke of months, since its creation more than $700 million worth of make-up has been sold and at the end of 2916, the company had produced 50 individual separate products and generated a revenue of over $300 million.
One of the main things that made Kylie cosmetics impressively successful was the method of marketing, they were not advertising largely or having a social media campaign for the products, she showed the potential of a new system of commerce and convinced people that a large social media fan base can compete with multimillion-dollar advertising companies. Her main medium of advertising was Instagram as she had amassed a following of 349 million people. In an online interview Chief Financial Officer Pierre-André Terrasse said Kylie has a following of 270 million supporters, “to put this in perspective, with a single post, she’s able to reach more than double the number of people who watch the Super Bowl every year.”
Conclusion
In an interview with stock analysts, Coty’s chief financial officer Pierre-André Terisse heralded the deal as “a compelling financial equation” that would help “make Coty a modern, growing and profitable beauty player.” Another interviewer asked how Coty could be sure Kylie cosmetics will stay dedicated to endorsing the business in the years to come, CEO of Coty mentioned that kylie cosmetics stocks kept going up since 2020 in line with growth in the first quarter. He also commented on how extraordinarily well the products can sell out in just a matter of minutes reaching turnovers of several million per day. The stock added more than 2% to begin the week after the beauty Coty took a bulk stake in Kylie cosmetics in a deal worth $600 million. Those gains add to a major gain for shares, climbing more than 80% in 2016.
Does Kylie Jenner own kylie cosmetics?
Kylie Jenner founded Kylie cosmetics although she does not own the company any longer, in 2020 ‘Coty’ acquired 51% of the stock of kylie cosmetics LLC intending to further develop the beauty business into a global brand.
Can I purchase Kylie’s cosmetics stock?
No, you cannot purchase kylie cosmetics stock. However, it is possible to to invest in a majority shareholder of the business ‘Coty’ that trades on the New York stock exchange.
Where are kylie cosmetics products made?
Spatz Laboratories, a sub of seed beauty manufactures cosmetic products in their laboratories in Oxnard, California
