Jenner Sells Kylie Cosmetics: Now What?
How could one of the youngest billionaires in history get even richer? Just as shocking as Kylie Jenner's Rise and Shine clip, the Jenner sister is rising and shining yet again as she sold a majority stake of her iconic Kylie Cosmetic brand to Coty- Jenner's new partner that owns other sought after brands.
When one visits the Kylie Cosmetic webpage, one is greeted by the latest collection of Lip Kits, shadows, and Jenner herself modeling the latest collection. However, the famous Jenner lip wasn't always this plump and perfect. Visit the about section on the page and we're informed that the brand is one of the fastest-growing brands and was put on the makeup map by Kylie's infamous "Lip Kit." The rest goes on to describe the rest of the products offered and the hard work Jenner is constantly putting into her product. But there isn't a place mentioned where Jenner explains the true reasoning for the birth of her brand. If you keep up with the Kardashians, (pun intended) you grew up watching Jenner struggle with her self-image and confidence due to her petite lip size.
But for a brand so personal and sentimental to a girl like Jenner, someone who created a product out of physical insecurity, why would she want someone else she barely knows to direct where the brand goes? Maybe it was about the $600 million that Jenner is now adding to her 10 plus digit bank account. In spite of rumors and general talk, Jenner tweeted a statement Monday, November 18th, that would display her intentions going forward with this decision.
Image Courtesy: Twitter
Jenner may be aware of her demographic – young millennials and generation z – are always craving something different, and more of it. With products moving so quickly and a highly entitled clientele in demand for a new product so often, there's possibly only so much Jenner can do on her own. It's obvious that through her statement Jenner is excited for change and expansion for her brand and will take on all the help she can from Coty. Jenner continues to prove that she is a successful entrepreneur and business-woman through making choices that shock others, stretching her brand more than it has already had.
However, does Jenner realize what she has done? Moving forward in 2020, Jenner will either regret her choices or feel like a weight has been lifted off her shoulders. For the Kardashian/Jenner clan, the women typically have every and final say in what goes into their brands. But with Kylie Cosmetics AND Kylie Skin now in the hands of Coty, Jenner will lose the privilege of having 100% control over her creation. Possibly with the ownership of other successful brands like Covergirl, Jenner hopes the company will use their power and her creative mind to expand her brand to other retailers, making more money in the long run. Jenner has already been able to do this as early as 2016 with pop-up shows in Los Angeles, and this past year with stepping her Louboutins into Ulta Beauty's storefronts as well as their e-commerce site. Jenner was also able to expand what started as cosmetics, into a skincare line as well. Jenner alone can accomplish so much, that it will be exciting to see what's in store for the Forbes cover star and her partnership with Coty.
Strike Out,
Writer: Joey Flanagan
Editors: Gillian McKendree and Savannah Tindall
Tallahassee