Set to launch globally on 15 July, the beauty brand sensation has reformulated all of its products to tap into the ‘clean’ movement
The extent of Coty’s Kylie Cosmetics makeover has been revealed.
Until two weeks ago, the beauty brand sensation, founded by Kylie Jenner, had wiped out nearly all of its social media posts, and taken an Instagram hiatus as it revved customers up for a revamp.
After weeks of silence, Jenner finally revealed that she was introducing a new version of her Lip Kits, the product that catapulted her beauty business to become a multi-million dollar business.
In a flurry of action since the break, Kylie Cosmetics’ Instagram handle announced yesterday that the brand’s fully revamped line would be launching on 15 July, featuring all ‘clean’ and vegan formulas.
“This means no animal oils, parabens or gluten, and we banned a list of over 1,600 other ingredients from being used in products, but made sure everything has amazing pigmentation and performance,” the brand shared in a post with its 25 million followers.
“I’m so proud to relaunch Kylie Cosmetics with all new formulas that are ‘clean’ and vegan,” said the 22-year-old in a press statement.
“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.”
The brand’s D2C website will reopen on the same day, while the new products will be available to shop in-store at Harrods, Boots and Selfridges in the UK, Mecca Beauty in Australia, Douglas in Europe and France’s Nocibé.
Meanwhile, US shoppers will be able to get their hands on the products at Ulta and Nordstrom.
“We are so excited about the relaunch of Kylie Cosmetics with a reformulated range that is really at the forefront of everything Gen Z wants,” added Sue 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.”