The cosmetics industry has tremendously changed over the course of the last few years. One of the biggest changing factors within the beauty world is having a cleaner formula for the products. More companies are altering their makeup and skincare products to become more vegan-friendly and accommodating to sensitive skin types. And the latest major company to do so is Kylie Cosmetics.
In late 2019, Coty Inc. announced that it was purchasing a 51% stake in Kylie Cosmetics. After the deal went into effect in early 2020, the company began a transitional phase. This phase would later be seen as a rebranding. The rebranding would go on to include a massive change to the formula of the makeup products.
Looking to keep the appeal and style of the brand, the company sought ways to better its ingredients list and make it cleaner than what it was before. This improvement led the company to redesign the formula of its beauty products to be 100% vegan. In addition to that, the makeup is also paraben-free, gluten-free, and does not use animal oils. All of which will help in accommodating those with more skin sensitivity.
With all of these changes, the cosmetics line upgrades multiple products for better performance. Their matte liquid lipsticks are now longer-lasting, being able to last up to 8 hours. With the lip liners, they are now waterproof and are able to last up to 24 hours. The latest innovation of the company’s product line is their Kyliner Gel Pencil, which comes in 15 different shades and 2 finishes. All waterproof, the products underwent changes in their ingredients without loss of color pigmentation and performance quality.
Personal recommendations from the latest relaunch would be the Kyliner Gel Pencil and the lip liners. The eyeliners are highly pigmented and smudge-resistant. The lip liners are smooth and easy to apply. With the latest relaunching, fans can now purchase the company products in Ulta Beauty stores and online at kyliecosmetics.com.
