Inspired by her love for makeup and passion for business, global star Kylie Jenner launched her cosmetics brand, Kylie Cosmetics in November 2015. The debut product, the Kylie Lip Kit, sold out in less than a minute and Kylie's direct to consumer retail concept disrupted the beauty industry. Her site KylieCosmetics.com is now one of the most successful online stores in the world today and in March 2019, Kylie Cosmetics was recognized by Fast Company as one of the ‘The World’s 50 Most Innovative Companies’ for “authentically connecting with an entire generation.” In May 2019, Kylie launched her skincare brand, Kylie Skin, featuring products that are cruelty free, vegan, gluten free, paraben and sulfate free and suitable for all skin types.

In 2020, Coty acquired 51% of Kylie’s beauty brands with a focus on jointly building and further developing the beauty business into a global powerhouse brand. In July 2021, Kylie announced the relaunch of Kylie Cosmetics as clean and vegan, with first-time global availability through select brick and mortar retailers such as Harrods and Selfridges in the UK; Douglas in Europe; Mecca in Australia along with a new Direct-to-Consumer website; and Sephora in India where consumers are able to shop both Kylie Skin and Kylie Cosmetics.