This week, Kylie Cosmetics, founded by American media personality, Kylie Jenner, launched its first vegan and cruelty-free line of cosmetics, KylieSkin by Kylie Jenner according to its Instagram page.
The vegan Summer Collection is also free of gluten, parabens, and sulfates and includes scrub, lotion, sunscreen, facial wash, toner, serum, eye cream, and facial moisturizer.
For the past three years, Kylie Cosmetics was sold exclusively online and occasionally featured in pop up shops. However, in late summer 2018, Jenner signed an exclusive distribution deal with the beauty retailer, Ulta Beauty. Kylie Cosmetics was launched in all 50 states, and the inventory in many of the stores sold out in hours. “It sold out faster than we planned,” admits Tara Simon, Ulta’s senior vice president of merchandising. Fueled in part by the Ulta expansion, Kylie Cosmetics’ revenue climbed 9% last year.
Kylie Cosmetics has very little overhead with a staff consisting of just seven full-time and five part-time employees. The manufacturing and packaging are outsourced to a private-label producer in Southern California, and online merchant Shopify handles the sales and fulfillment. Her mother, Kris Jenner, handles financing and PR in exchange for a 10% management fee, and almost all the marketing is done through social media. Jenner announces product launches and new item previews directly to the 175-million-plus followers on SnapChat, Instagram, Facebook, and Twitter. “It’s the power of social media,” Kylie Jenner says. “I had such a strong reach before I was able to start anything.”
At 21 years old, Jenner was named the youngest self-made billionaire by Forbes with sales of Kylie Cosmetics reaching an estimated $360 million over the last year. The launch of the vegan line will reportedly be followed by a new baby collection, Kylie Baby.