brand
Kylie Cosmetics
Kylie Cosmetics is a beauty brand centered on a high-glamour, social media-driven aesthetic. It represents the influencer subculture and the expansion of celebrity-led retail. The ethos emphasizes bold makeup looks, focusing on lip enhancement and curated color palettes for a digital-first audience.
Historia
Founded in 2015 by Kylie Jenner, the brand launched with the Kylie Lip Kit. It utilized direct-to-consumer social media marketing to facilitate commercial distribution. In fashion history, it represents a shift toward the influencer-entrepreneur model, where personal branding dictates market trends. The company’s 2019 partnership with Coty Inc. integrated social media celebrity within the global beauty and luxury sectors.
