Kylie Cosmetics
Kylie Cosmetics is a prestige beauty brand founded by Kylie Jenner in 2015, now majority-owned by Coty Inc., selling 400+ color cosmetics, skincare, and fragrance SKUs priced $20-$86 through DTC, Ulta, Target, Amazon, and international partners in 65+ countries.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Kylie Cosmetics does
Kylie Cosmetics is a privately-held prestige beauty brand founded by Kylie Jenner in November 2015, operating from Los Angeles under majority ownership of Coty Inc. (NYSE: COTY), which acquired a 60% stake for $600 million. The company sells a portfolio of 400+ SKUs spanning color cosmetics (lip kits, lipsticks, foundations, complexion, eye products), skincare under the Kylie Skin sub-brand, fragrance (Cosmic Kylie Jenner franchise plus Hair & Body Mists), and Kylie Baby. Products are priced $20-$86, positioned in the mass-prestige segment, and distributed through kyliecosmetics.com (Shopify Plus), major US retailers (Ulta Beauty, Target, Nordstrom, Amazon), India's Nykaa platform, a permanent Singapore store at Bugis Junction opened November 2025, and DTC shipping to 65+ countries.
The technology stack centers on a Shopify Plus storefront with AR-powered virtual try-on (via Perfect Corp) for lips and face products, NFC/QR-enabled smart packaging for authentication, and a tiered Kylie Cosmetics Rewards loyalty program. There is no proprietary AI/ML; the brand's competitive technology is social-media-driven product discovery amplified through Kylie Jenner's personal brand rather than algorithmic recommendation systems.
The business model combines direct-to-consumer product sales, retail channel margins via Ulta/Target/Nordstrom/Amazon/Nykaa, licensing and royalty arrangements with Coty, and collaboration revenue (e.g., the Lemme x Kylie Cosmetics Skin Glaze Gummies launched February 2026 exclusive to Ulta Beauty). The primary customer is the Gen Z and Millennial beauty consumer aged 18-35 acquired through Jenner's personal social channels (Instagram, TikTok) and high-profile event marketing (Met Gala 2026, Coachella). Recent stated financial signals indicate accumulated net sales of approximately $350 million since 2015 (per the founder's September 2025 Beauty Inc. interview) and over 100% growth in India since the April 2024 Nykaa launch, with prestige beauty and emerging geographies (India, Southeast Asia) representing the principal growth vectors.
Kylie Cosmetics firmographics
Firmographics- Name
- Kylie Cosmetics
- Legal name
- Kylie Jenner Inc.
- Website
- https://kyliecosmetics.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kylie Cosmetics is a prestige beauty brand founded by Kylie Jenner in 2015, now majority-owned by Coty Inc., selling 400+ color cosmetics, skincare, and fragrance SKUs priced $20-$86 through DTC, Ulta, Target, Amazon, and international partners in 65+ countries.
- Ownership category
- akta.pro rank
Kylie Cosmetics industry classification
Industry- Product category
- Prestige Cosmetics & Beauty
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)
- akta.pro secondary industries
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Eye & Lip Skincare (CRABAAAC)
Keywords
Where Kylie Cosmetics is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Kylie Cosmetics business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: The primary revenue stream comes from direct sales of cosmetics and beauty products through kyliecosmetics.com and retail partners including Ulta Beauty, Nykaa, Amazon, Nordstrom, and Target. Products span lips, face, eyes, fragrance, and skincare categories with over 400+ SKUs.
- Licensing and Partnership Revenue: Revenue from licensing the Kylie Jenner brand name to Coty Inc., which acquired a 60% stake in November 2019 for approximately $600 million, with ongoing royalty arrangements for product development and distribution.
- Collaborative Product Launches: Revenue from co-branded products such as the Lemme x Kylie Cosmetics Skin Glaze Gummies (February 2026), exclusive to Ulta Beauty, representing innovation partnerships in the beauty-from-within space.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lip Products |
| Unit Pricing | Pay-as-you-go | Face Products |
| Unit Pricing | Pay-as-you-go | Fragrance Products |
| Unit Pricing | Pay-as-you-go | Skincare Products |
| Unit Pricing | Pay-as-you-go | Eye Products |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels6 records
Kylie Cosmetics product offering
Product offeringCore offering
Kylie Cosmetics sells a full line of lip, face, eye, fragrance, and skincare products under the Kylie Cosmetics, Kylie Skin, and Kylie Fragrance sub-brands. Its signature offer is the Lip Kit (matte liquid lipstick plus matching lip liner), extended to 400+ SKUs across complexion, eye, gourmand fragrances, and ingestible beauty collaborations. Products are sold direct-to-consumer via kyliecosmetics.com and through Ulta, Target, Nordstrom, Amazon, Nykaa, and an owned Singapore flagship.
Product overview
Kylie Cosmetics is a comprehensive beauty brand portfolio consisting of three main product lines: Kylie Cosmetics (core makeup line), Kylie Skin (skincare sub-brand), and Kylie Cosmetics Fragrance (perfume collection). The flagship Kylie Cosmetics line features an extensive range of lip products (lip kits, lipsticks, liquid lipsticks, lip stains, lip glosses, lip balms, lip liners), complexion products (skin tints, foundations, concealers, primers, powders, blushes, bronzers, highlighters), and eye products (mascaras, palettes, eyeliners, brow products). Kylie Skin complements the offering with face care (cleansers, toners, serums, moisturizers) and lip care (lip butters, lip oils). The fragrance collection has expanded to include multiple Cosmic variants (original, 2.0, and Intense) plus Hair & Body Mists. The brand also offers limited-edition collections like the King Kylie Collection, bundles and gift sets, and maintains a loyalty rewards program. Products are positioned in the prestige beauty segment with pricing ranging from $21-$86 for most items.
Differentiator
Problem solved
Functional benefit
Brands
- Kylie Skin: Skincare line under the Kylie Cosmetics umbrella offering cleansers, toners, serums, moisturizers, and lip care products
- Kylie Baby
Products and services
- Lip Kits Signature duos of matte liquid lipstick and matching lip liner in multiple shades and finishes; the brand's original hero product for consumers seeking coordinated lip looks.
- Kylie Cosmetics Makeup Line Comprehensive color-cosmetics assortment covering lips, face, and eyes (lipsticks, lip stains, lip glosses, foundations, concealers, primers, blushes, bronzers, highlighters, setting sprays, eyeshadows, mascaras, eyeliners, brow products, brushes) for everyday and special-occasion wear.
- Kylie Skin Skincare Line Skincare sub-brand offering foaming face wash, vanilla milk toner, hyaluronic acid serum, moisturizers, lip oils, and lip butters formulated with clean, vegan, paraben-free ingredients.
- Kylie Jenner Fragrance Collection Multi-flavor fragrance family including Cosmic Kylie Jenner, Cosmic 2.0, Cosmic Intense Eau de Parfums, and Hair & Body Mists in dessert-inspired gourmand scents, available in 30ml to 100ml sizes with refillable bottles.
- Cosmic Kylie Jenner Intense Eau de Parfum Premium ambery-gourmand eau de parfum built on star jasmine, benzoin, and vanilla, sold in 30ml, 50ml, and 100ml formats for fragrance consumers.
- Coconut Water Lip Stain Kiss-proof, hydrating lip stain infused with glycerin and coconut water, sold in five shades for long-wear summer color.
- Cloud Balm Hydrating lip balm in clear and tinted shades designed to smooth texture and revive dry lips with skin-barrier support.
- Supple Glaze Hydrating Primer Lightweight gel-serum face primer that smooths texture and creates an even makeup canvas for skincare-makeup hybrid users.
- Natural Blur Brightening Powder Brightening, hydrating finishing powder with inclusive shades (translucent, soft pink, banana yellow, deep peach) for setting makeup with a blurred effect.
- Hair & Body Mists Layerable hair and body fragrance mists in dessert-inspired gourmand scents (Sweet Éclair, Caramel Cloud, Vanilla Dew) for everyday wear.
- Lip Butter Flavor-scented, hydrating lip balm/butter in 6 wearable shades (vanilla caramel, butter cake, peach mango, watermelon, pomegranate, toasted marshmallow) for lip-care use.
- Vanilla Milk Toner Alcohol-free facial toner with squalane, sodium hyaluronate, apple fruit extract, and avocado oil that balances pH and smooths texture.
- Hyaluronic Acid Serum Hydrating facial serum with hyaluronic acid complex, niacinamide, rice bran water, snow algae, and peptides to plump fine lines and boost radiance.
- King Kylie Collection (10th Anniversary) Limited-edition anniversary collection of reintroduced Kylie Cosmetics signature and new products, sold at retail pop-ups and the Singapore Bugis Junction flagship.
- Lemme x Kylie Cosmetics Skin Glaze Gummies Ingestible beauty gummies co-developed with Lemme (Kourtney Kardashian Barker) featuring spermidine, pro-retinol, and pro-collagen vitamins for the 'glazed skin' trend, sold exclusively via Ulta Beauty.
Quantifiable outcome
- Over 100% growth in India since April 2024 launch
- +2 more outcomes
Companies that use Kylie Cosmetics
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
Kylie Cosmetics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Kylie Cosmetics partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Lemme (Kourtney Kardashian Barker)minorCollaboration between Lemme and Kylie Cosmetics launching Skin Glaze Gummies, featuring Compound Solutions' Yüth (spermidine) ingredient. Limited-edition co-branded beauty-from-within product exclusive to Ulta Beauty, targeting the 'glazed skin' trend through ingestible beauty approach.
- House of Beauty (India Distributor)coreBrand's Indian distributor managing Kylie Cosmetics' presence across Nykaa's e-commerce platform, app, and physical stores. Reports over 100% growth since April 2024 launch.
- LookfantasticminorUK beauty retailer partnership for hosting dessert-inspired hair and body mist pop-up event in London, featuring Sweet Éclair, Caramel Cloud, and Vanilla Dew fragrances.
- NykaacoreIndia's leading beauty and lifestyle platform partner for Kylie Cosmetics' India expansion. The brand achieved over 100% growth in India since the April 2024 launch, with lipsticks as the bestselling category. Nykaa serves 45 million cumulative customers across its platform.
- Ulta BeautycoreMajor US retail partner offering in-store and online access to Kylie Cosmetics products. Ulta Beauty serves as a key distribution channel for the brand's mass-prestige positioning, offering promotional deals and exclusive bundles.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Kylie Cosmetics competitors and assessment
Company assessmentDirect peers
- Haus Labs by Lady Gaga: Lady Gaga's clean-beauty color cosmetics brand sold through Sephora. Comparable to Kylie Cosmetics in celebrity-founder DNA, clean formulation positioning, and Sephora-tier retail distribution.
- Charlotte Tilbury: Celebrity MUA-founded prestige beauty brand with strong complexion, lip, and fragrance portfolios. Comparable to Kylie Cosmetics in prestige price points, mass-prestige retail footprint, and category breadth.
- Huda Beauty: Founder-led (Huda Kattan) beauty brand with strong influencer DNA, broad color cosmetics assortment, and significant Middle East/Asia distribution. Highly comparable to Kylie Cosmetics in social-media-driven GTM and international expansion playbook.
- Fenty Beauty: Celebrity-founded (Rihanna) prestige color cosmetics and skincare brand sold through Sephora and DTC. Most direct comparable to Kylie Cosmetics in business model, celebrity-equity-driven GTM, and broad category mix.
- Glossier: DTC-led millennial/Gen Z beauty brand with strong social media marketing and clean-beauty positioning. Comparable to Kylie Cosmetics in DTC-first GTM, Gen Z targeting, and inclusive shade-range philosophy.
- Rare Beauty: Selena Gomez's celebrity beauty brand focused on soft, Gen Z-friendly color cosmetics and complexion products. Closely comparable to Kylie Cosmetics in target demographic, social-media-led marketing, and Sephora-tier prestige positioning.
- Pat McGrath Labs: Celebrity makeup artist-founded prestige color cosmetics brand with high-end positioning and Sephora distribution. Comparable to Kylie Cosmetics in founder-driven prestige positioning and color cosmetics focus.
- Rhode (Hailey Bieber): Celebrity skincare and lip-focused beauty brand from Hailey Bieber with strong TikTok virality. Comparable to Kylie Cosmetics in target demographic, DTC-led model, and peptide/lip-balm hero products.
Broad incumbents
- Maybelline New York: L'Oréal-owned mass-prestige color cosmetics brand with global mass distribution and a lip-makeup-heavy portfolio. Comparable to Kylie Cosmetics as the dominant lip-category mass benchmark and as a competitor on Target and Amazon shelves.
- MAC Cosmetics: Estée Lauder-owned prestige color cosmetics giant with broad distribution and professional makeup artist heritage. Comparable to Kylie Cosmetics as a benchmark for category scale and retail ubiquity, though MAC operates as a broad incumbent rather than niche specialist.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Kylie Cosmetics social profiles
Digital presenceKylie Cosmetics compliance and trust
Trust signalCompliance4 records
Kylie Cosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kylie Cosmetics leadership team
Management profileNumber of profiles
Profiles1 record
Kylie Cosmetics subsidiaries and ownership
Company hierarchySubsidiaries1 record
Kylie Cosmetics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kylie Cosmetics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kylie Cosmetics
What does Kylie Cosmetics do?
Kylie Cosmetics sells a full line of lip, face, eye, fragrance, and skincare products under the Kylie Cosmetics, Kylie Skin, and Kylie Fragrance sub-brands. Its signature offer is the Lip Kit (matte liquid lipstick plus matching lip liner), extended to 400+ SKUs across complexion, eye, gourmand fragrances, and ingestible beauty collaborations. Products are sold direct-to-consumer via kyliecosmetics.com and through Ulta, Target, Nordstrom, Amazon, Nykaa, and an owned Singapore flagship.
Is Kylie Cosmetics a public or private company?
Kylie Cosmetics is a private company. It is classified as corporate owned and is currently operating.
When was Kylie Cosmetics founded?
Kylie Cosmetics was founded in 2015. It employs 11 to 50 people.
Where is Kylie Cosmetics based?
Kylie Cosmetics is headquartered in New York, United States, in the North America region.
How does Kylie Cosmetics make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are licensing and Partnership Revenue and collaborative Product Launches.
Who are Kylie Cosmetics's main competitors?
Direct peers on record are Haus Labs by Lady Gaga, Charlotte Tilbury, Huda Beauty, Fenty Beauty, Glossier, Rare Beauty, Pat McGrath Labs and Rhode (Hailey Bieber). Broad incumbents are Maybelline New York and MAC Cosmetics.
Does Kylie Cosmetics have an API?
No public API is recorded for Kylie Cosmetics.
What industry is Kylie Cosmetics in?
Kylie Cosmetics's product category is Prestige Cosmetics & Beauty. Its primary akta.pro industry code is CRABACAC, Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint), with a secondary code of CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter). Its NAICS code is 456120 and its SIC code is 2844.