07.01.21
After much speculation and anticipation—Coty Inc. has announced it is relaunching Kylie Cosmetics with new and improved formulas that are clean and vegan, along with refreshed packaging.
Consumers will now be able to shop the brand globally through select brick and mortar retailers and a new direct-to-consumer website launching July 15th.
The new website offers access to both Kylie's cosmetics and skin care brands for the first time.
“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."
Coty Talks About the Reformulated Range
The updated formulas don't contain animal oils, parabens, or gluten—along with a long list of over 1,600 other potentially harmful and irritating ingredients.Sue Y. Nabi, Coty’s CEO, comments:
“We are excited about the relaunch of Kylie Cosmetics with a reformulated range that is really at the forefront of everything Gen Z wants. 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 moisturizer, the highlighter, or the lip color.”Coty's team put the newly formulated products through extensive testing to ensure efficacy—and asked consumers for feedback. The team received "strong consumer test results," a press release states.
The newly upgraded Matte Liquid Lipstick is budge-resistant for eight hours. The new lip liner is waterproof and lasts for up to 24-hours.
During an additional consumer test of the new Pressed Blush Powder, 100% of respondents agree that it is comfortable to wear and doesn’t dry out the skin.
Kyliner Gel Pencil is also included in the relaunch—Jenner's secret to creating her signature ultra-defined eyeliner looks. Available in 15 waterproof shades and two finishes, the ultra-creamy, ultra-gliding formula delivers one-stroke application.
