Kylie Cosmetics

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.

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

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

• Cosmetics brand
• Lip kits
• Skincare line
• Fragrance products
• Beauty e-commerce

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Lemme (Kourtney Kardashian Barker)minorStrategic or Co-development Partner · 1 February 2026Collaboration 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)coreChannel Partner/ Reseller/ Distributor · 1 November 2025Brand'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.
• LookfantasticminorGTM or Marketing Partner · 1 November 2025UK 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.
• NykaacoreChannel Partner/ Reseller/ Distributor · 1 April 2024India'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 BeautycoreChannel Partner/ Reseller/ DistributorMajor 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

Direct 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

• Xx.com/kyliecosmetics
• Facebookfacebook.com/KylieCosmetics
• Instagraminstagram.com/kyliecosmetics
• TikToktiktok.com/@kyliecosmetics?lang=en
• LinkedInlinkedin.com/company/kylie-cosmetics-llc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kylie Cosmetics