Kylie Cosmetics - The Billion-dollar beauty company

Welcome back,

One brand that I have been eager to talk about it Kylie Cosmetics - foundered by Kylie Jenner the 21-year-old, has since been a enormous influence on the beauty industry when it launched in 2015.

Source (Kylie Cosmetics Instagram)

The well-known brand was initially launched as "Kylie Lip Kits" and then was rebranded to Kylie Cosmetics allowing Kylie to focus on a range of beauty products; ranging from brows to concealer. The infamous lip kits featured three shades of a lip liner and matching liquid lipstick; this initial launch inspired a lot of other brands when them bringing out a lip kit style collection not so long after the successful launch of Kylie's brand.

"The $29 kits sold out within a minute and sent prices on resale sites soaring" - Vogue.

Kylie Cosmetics is one of the "fastest growing beauty brands in the world" (source), and this doesn't come of a surprise especially with the amount of effort and time Jenner puts into this, she has launched a huge variety of products in a short amount of time - this just shows how well she knows her audience and the industry. "Kylie has now become America's youngest ever self-made billionaire, overtaking Facebook's founder Mark Zuckerberg who hit the figure aged 23" (source).

Kylie Cosmetics has a lot of seasonal collections, the popular ones being her birthday and holiday collections. However, she has done a lot of collaborations with family members, including the "Kris Collection" with her mum and manager; Kris Jenner, including other collaborations with her sisters Kourtney, Khloe, Kim Kardashain with her beauty range KKW beauty, as well as her best-friend Jordyn Woods. The demand and hype from this brand are insane; she also collaborated with her boyfriend, Travis Scott and created exclusive lip kits for his Astroworld tour.

Source (Kylie Jenner Instagram)

As mentioned Kylie Jenner is very hand on with this company and I genuinely think that's the difference between her success compared to other brands, according to Vogue Kylie is "the chief executive officer, chief marketing officer and chief creative officer – generated sales of $420 million in the past 18 months.." (source). Kylie Cosmetics is a direct-to-consumer brand which has now recently stared selling product across Ulta stores, but social media has allowed this brand to develop and reach a wider audience, the brand is heavily focused on social media marketing; mainly due to having a vast influencer name behind the brand, which has created a lot of demand especially with user-generated content reviewing the new collections and launches. The Kylie Cosmetics website is very straightforward and features a lot of promotions across the site from shipping discounts and a gift with purchase.

Lastly, Kylie Cosmetics is all known for their pop-up stores which have been a great success across America; this is a excellent way for the online-based brand to create a limited time in-store experience for customers, allowing people to swatch and test the product before purchasing. "In November 2017, Jenner announced a total of seven pop-ups in the US, perfectly coinciding with the usual Christmas shopping mania." (source).

What are your thoughts on Kylie's success?