Founding, Growth, and Peak Ownership
Kylie Cosmetics was founded by Kylie Jenner and launched in 2015 with lip kits. The brand grew quickly through social media and celebrity branding, and by 2018 Forbes estimated the company was worth around 900 million USD based on a 51 percent stake sale to Coty Inc. The deal gave Coty majority control while Kylie Jenner retained a minority stake and continued as the public face of the business.
At its peak, Kylie Cosmetics was one of the most talked about beauty brands on social media, with products frequently selling out and generating high engagement across Instagram and YouTube. The company expanded into a wide range of makeup and skincare products, built a large online following, and became a case study in direct-to-consumer celebrity branding.
Coty Acquisition, Sale, and Ownership Changes
Coty acquired a majority stake in Kylie Cosmetics in November 2019 and later increased its stake, taking full control of the brand. In 2022 Coty announced plans to sell a majority stake in Kylie Cosmetics as part of a broader portfolio restructuring, citing the need to reduce debt and focus on higher performing assets. The sale process involved multiple potential buyers and reflected shifting investor sentiment toward celebrity and direct-to-consumer beauty brands.
By late 2023, Coty confirmed the sale of a majority stake in Kylie Cosmetics to a private equity group, with the transaction valuing the brand at a lower figure than the original 2018 deal. The new ownership group now oversees brand strategy, product development, and distribution, while Kylie Jenner remains associated with the brand through existing contracts and public appearances.
Current Operations, Revenue, and Market Position
Under new ownership, Kylie Cosmetics continues to sell makeup, skincare, and tools primarily through its own website and major retailers. The brand has adjusted its product lineup, focused on core bestsellers, and reduced some of the earlier hype-driven product drops. Kylie Cosmetics still ranks among the most recognized celebrity beauty brands, though it now operates in a more competitive market with higher expectations for profitability and long-term brand value.
Industry analysts and financial reports from Coty and private equity sources note that the sale reflected broader trends in beauty and direct-to-consumer brands, where valuations have come down after pandemic-era peaks. Kylie Cosmetics remains a significant asset in the celebrity beauty space, with its future performance tied to new ownership strategy, product innovation, and ability to maintain relevance amid changing consumer preferences and digital marketing dynamics.