Kylie Cosmetics is back! The record-breaking beauty brand by Kylie Jenner quietly disappeared a few months ago, leaving fans wondering what was coming next. After weeks of teasing, the wait is over: today, all-new products, with upgraded formulas and packaging, are available to shop on kyliecosmetics.com. That is, if you can get on the website. So many fans flocked to the site at launch (it’s like 2015 all over again!) that they temporarily sent the site crashing.
The new formulas are clean (with stricter standards than required by the US, Canada, and the EU), vegan, gluten-free, cruelty-free, and paraben-free and will be available on a global scale for the first time. Jenner sold a 51 percent stake of her company to beauty giant Coty for a cool $600 million back in November 2019. Coty’s infrastructure will help bring not only Kylie Cosmetics global, but help grow her other ventures as well: Kylie Skin, Kylie Baby, and potentially even Kylie Hair.
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The new Lip Kit formula promises eight-hour wear and is available in 37 shades (though some are marked as “coming soon”). “When I put on my lipstick I don’t want to reapply for the whole night. You just want it to stay and last forever,” Jenner says. “I just want everyone to feel good when they wear my makeup and feel the love that we put into it.”
The new launch includes not just lips, but also brows, eyeliners, tools, blushes, bronzers, and highlighters. Fans might be bummed to see that no eyeshadows are available as of yet, though Jenner was never one to shy away from creating a custom or thematic palette. Eyeshadows are expected to return in the near future. Also missing are the Kylie Cosmetics fan-favorite concealers, creme lipsticks, and all her past collaborations (like the Kendall and Koko collections). After all, this is a fresh start.
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In the three-episode mini series Jenner debuted on her Youtube channel, she took fans behind-the-scenes of the Kylie Cosmetics relaunch and her brand’s history. What started as three Lip Kits back in November of 2015 is now a global company Coty valued at over 1 billion dollars. But she’s not stopping with just skin and makeup: Jenner repeatedly teased a new brand she’s launching in collaboration with her daughter, Stormi: Kylie Baby. As always, there’s more to come.
This article originally appeared in Harper’s BAZAAR US