Coty has relaunched Kylie Cosmetics with new vegan formulas, refreshed packaging, and direct-to-consumer websites in the US, the UK, France and Germany.
Alongside these changes, Coty is launching the brand into select bricks and mortar retailers to ensure European availability of the beauty brand for the first time.
The rebound was launched yesterday on July 15th.
The updates include formulas without animal oils, parabens, or gluten, along with a long list of over 1,600 other potentially harmful and irritating ingredients, according to the brand.
The long list of ‘harmful ingredients’ indicates the brand is moving in line with the clean beauty movement. An ideology that has been coming under fire, within the beauty community, in recent months.
The feeling’s of the beauty community were clearly depicted by this post, which went viral recently:
Given that many brand and influencers are moving away from he clean beauty trend, it’s interesting to see Coty focus Kylie Cosmetics rebrand around this.
However, Coty chief executive, Sue Y. Nabi, said in a statement: “We are excited about the relaunch of Kylie Cosmetics with a reformulated range that is really at the forefront of everything Gen Z wants.” Maybe Gen Z, still want’s Clean?
She added some positive notes to the statement, “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 moisturiser, the highlighter, or the lip colour.”
Key products from the revamp include Matte Liquid Lipstick’s, waterproof Lip Liner, Pressed Blush Powder and a waterproof Gel Eyeliner.
The brand will launch in Harrods and Selfridges in the UK.