- Kylie Cosmetics announced a product relaunch on Thursday with new, clean ingredients.
- Kylie Jenner started her own makeup brand in 2015, which is now valued at about $1.2 billion.
- In 2019, Jenner sold 51% of Kylie Cosmetics to Coty for $600 million.
- See more stories on Insider’s business page.
Kylie Cosmetics, the billion-dollar makeup company started by celebrity model and businesswoman Kylie Jenner, relaunched on Thursday with a new line of products made without 1,600 potentially harmful chemicals.
“I’m so proud to relaunch Kylie Cosmetics with all new formulas that are clean and vegan,” said Jenner.
The products will be available for purchase starting July 15 through a new direct-to-consumer website.
-Kylie Cosmetics (@kyliecosmetics) July 1, 2021
The brand’s shift to “clean beauty” comes as younger customers continue to push for products made without harmful ingredients. A recent study and the introduction of federal legislation brought public attention to a group of harmful chemicals found in everyday makeup products. The study from the University of Notre Dame found indicators of PFAS, a class of cancer-linked chemicals, in over half of the products tested.
American beauty company Coty, which acquired 51% of Kylie Cosmetics for $600 million in 2019, has not said whether or not PFAS chemicals are used in its relaunched products. On Twitter, Kylie Cosmetics said the new formulas won’t contain animal oil, parabens, or gluten.
“The new and upgraded formula of Matte Liquid Lipstick is long-lasting with a budge-resistant 8-hour wear time, while the new lip liner is waterproof and long-lasting for up to 24-hours,” Coty said in a statement.
According to the Notre Dame study, the cosmetic products most likely to contain PFAS are waterproof mascara, liquid lipstick, and foundations described as “long-lasting.”
“That makes sense to us because some of those products tend to be marketed as waterproof,” Thomas Bruton, an author of the study and senior scientist at the Green Science Policy Institute, told Insider. “These are the type of properties that it makes sense PFAS might be used for.”
Kylie Cosmetic’s new line contains 37 lip kits, 30 high glosses, 32 matte liquid lipsticks, 9 lip liners, and 4 lip blushes.
-Kylie Cosmetics (@kyliecosmetics) June 28, 2021
“We are excited about the relaunch of Kylie Cosmetics with a reformulated range that is really at the forefront of everything Gen Z wants”, said Coty CEO Sue Y. Nabi.
Coty did not immediately respond to Insider’s request for comment.