In 2014, Kylie Jenner and her mother Kris Jenner founded the company and partnered with Seed Beauty, a retail and product development company co-founded by siblings, John and Laura Nelson. The companies first product Kylie Lip Kits, a liquid lipstick and lip liner, debuted on November 30, 2015. The first 15,000 lip kits were produced by Seed Beauty and funded by Jenner at a cost of $250,000 from her modelling earnings. The company was renamed to Kylie Cosmetics in February 2016 and production was increased to 500,000 kits. By the end of 2016, the company's total revenue was over $300 million.
Kylie Cosmetics is an American cosmetics company founded by media personality Kylie Jenner. The company began selling Kylie Lip Kits, a liquid lipstick and lip liner set on November 30, 2015. Formerly known as Kylie Lip Kits, the company was renamed Kylie Cosmetics.
In December 2015, Jenner's mother, Kris Jenner, partnered the company with Canadian e-commerce platform Shopify to outsource sales.
In May 2016, Kylie Cosmetics changed the packaging of its Lip Kits due to complaints of theft. Due to the easily recognizable packaging and high demand for the product at the time, some customers received empty boxes after having their products stolen in the mailing process. The original Kylie Lip Kit box was black with a white lip gloss drip design. In order to solve the theft issue, the boxes were changed to a basic black, and the recognizable lip gloss design was moved to the inside of the box.
Jenner has collaborated with several other celebrities on collections for Kylie Cosmetics. Some notable collaborations include Kim Kardashian-West, Khloe Kardashian, and Kourtney Kardashian. Most recently, Jenner has collaborated with her mother, Kris Jenner. In November 2016, Kylie announced the very first Kylie Cosmetics collaboration called Koko X Kylie, where she teamed up with her half-sister, Khloe Kardashian.
In April 2017, Jenner announced her collaboration with her half-sister, Kim Kardashian-West, called KKW X Kylie. Kylie Cosmetics partnered with Kim Kardashian-West soon after the KKW release.
In May 2017, it was announced Koko X Kylie would be returning for a Part 2 of the half-sisters’ collaboration.
In a month long pop-up event in November 2017, seven TopShop stores across the US sold Kylie Cosmetics products. In November 2018, Kylie Cosmetics began selling their products at Ulta. Many attribute the brand's success to Jenner's cosmetically altered lips.
In 2018, Forbes reported the company was valued at $800 million, and in March 2019, valued the company at $900 million. Coty, Inc. bought a 51% controlling stake in the company for $600 million in November 2019. However, in early 2020 Forbes reported - citing documentation from the Coty deal - that Kylie Cosmetics had overvalued itself.
In February 2018, Jenner released Kylie Cosmetics’ first non-collaborative collection: Weather. Jenner explained the collection is an ode to her daughter, Stormi, who inspired the collection and was born earlier that month.
In April 2018, Jenner announced her Kylie Cosmetics collaboration with her oldest half-sister, Kourtney Kardashian, called Kourt X Kylie.
In the April 2018 release of the Kourt X Kylie Collection, Kylie Cosmetics included eyeshadow palettes with brand new plastic packaging rather than the traditional cardboard packaging.
On May 9, 2018, Kylie and Kris Jenner announced their collaboration called the Kris Kollection via Kylie's personal instagram. The Mini Lip Set in the Kris Kollection, which includes eight mini liquid lipsticks, is aptly named “Momager”, a title in which Kris Jenner has personally taken on, and attempted to trademark, in recent years. In addition to the "Momager" Lip Kit, the Kris Kollection includes lip glosses and a four pan pressed powder highlight/blush palette, which has created a lot of controversy online with both good and bad reviews. The collection was released just in time for Mother's Day.
Kylie Cosmetics heavily depends on social media for its marketing. As of August 2018, Jenner has the most followed Snapchat account and 164 million Instagram followers, all of whom see her teases to past and future makeup releases.
On September 14, 2018, Kylie announced her new launch the Jordyn X Kylie collection , in celebration of her long term friendship Jordyn Woods. . Kylie was said to have removed products from this collection after the fallout of their friendship from the Tristan and Jordyn scandal.
In 2019, Kylie announced her collaboration with Oliver Rousteing the creative director for Balmain in the KylieXBalmain collection. Which launched on September 27 of that year.
On June 9, 2019, Kylie announced her collaboration with her half sister Khloé Kardashian for the third time.
In August 2019, Jenner released her Birthday Collection. This collection was for her 22nd birthday and included lip kits, an eyeshadow pallet, a face primer, matte lipsticks, jelly kylighters, an eyeliner, and many more products. This collection featured money themed packaging. Jenner took a portion of her earnings from her birthday collection and collaborated with Ellen DeGeneres to give away over $1 million. $750,000 went to a group of women in Florida who have a non-profit organization called Nest Of Love
Kylie Cosmetics also advertises daily on Instagram with verified the account @Kyliecosmetics. The Instagram account currently has 21.9 million followers. They share popular beauty influences reviews, sales, new products, and many photos of Kylie Jenner herself using the products. In November 2019, @kyliecosmetics on Instagram hit 22.4 million followers.
In February 2020 Kylie launch the Stormi collection, in celebration of her daughters second birthday. This launched included beauty products such as eyeshadow palettes, Kylie lip kits, and blush. The launch was a success and the products quickly sold out.
On April 8, 2020, Forbes again named Jenner as the world's youngest "self made" billionaire, citing her net worth having increased to 1.2 billion dollars. However, in May Forbes released a statement accusing Jenner of forging tax documents so she would appear as a billionaire. The publication also accused her of fabricating revenue figures for Kylie Cosmetics, citing documents Coty Inc (which had acquired a majority stake in Kylie Cosmetics) had released. The Forbes article concluded that Kylie Cosmetics was significantly smaller and less profitable than previously reported.
On June 26, 2020, Kylie Cosmetics released a collection called “Kendall By Kylie Cosmetics”. It was created by Kylie Jenner and her sister Kendall Jenner. It sold out within 24 hours. Kendall is the last sister that Kylie chose to collaborate with.