This Just In– Kylie Cosmetics is Undergoing a Drastic Rebrand

Goodbye, lip kits, hello...new lip kits?

Something is coming. Just three little words had the power to send Kylie Cosmetics fans and beauty enthusiasts into a frenzy. The cryptic message was posted onto Kylie Cosmetics' Instagram account on May 4, 2021, after the handle had been wiped clean of all previous brand content. For weeks, there was speculation as to the secrets behind the mystery memo. Suspicions spread wild on the internet– will there be new products? Or is the brand going out of business? Is this the end of Kylie Jenner in the beauty industry or a new beginning?

After six long weeks, we finally have our answer– a rebrand. That's right, on June 18, 2021, the Instagram was revived with an announcement of new lip kits– advertised as being lightweight, smudge resistant, and having an 8-hour wear. The collection includes not just lip kits but glosses, liquid lipsticks, lip liners, and lip blushes, as well. The highly anticipated revamp will be hitting the market soon, so consumers can get their wallets ready to indulge on July 15, 2021. 

The message is clear: Kylie Cosmetics is back, baby. But the question remains, why the dramatic relaunch and revitalization?

If you've been following Kylie Cosmetics since its debut in November of 2015, you'll know that the brand is infamous for its lip kits. The brand initially began in this niche category but has since expanded to other makeup assortments– such as eyeshadows, blushes, and highlighters. 

However, during the past year, makeup items from the brand have been on serious discount. We're talking more than half off of all their beauty products. Bronzer that once retailed for $18.00 is now being offered for just $8.00, and concealers that were originally marked at $20.00 are available for $5.00. 

Kylie Cosmetics products heavily discounted on Ulta.com

With such a significant sale that seemed never to cease (in fact, it's still going on), it was apparent something was going on with Kylie Cosmetics. It seemed as though they were trying to clean house of all stock. To successfully launch a rebranded line, all of the previous merchandise needed to be out of the picture. And, as we now know, they were making room for the drop of rejuvenated lip items.  

Besides updating the formula to be more wearable and trendier, Kylie Cosmetics highlights a new attribute to their lip kits and brand as a whole: formulating products with clean and vegan ingredients.

 As clean beauty and green cosmetics are vital to today's consumers, Kylie Cosmetics is hitting the mark to appeal to the many eco-friendly-conscious shoppers. A smart move, no doubt. 

Despite the fact that the company will now adhere to social practices and demands of customers of this generation, it's hard to predict if the revival of the brand will be as successful as the initial launch was in 2015. At that time, all the craze was on Kylie Jenner and her lips. People were intrigued to trial a product that promised the full and luscious lips that the well-known reality TV star flaunted.

As the years have gone by, competing products have been released on the market, and the spotlight has shifted from Kylie Jenner and her makeup. Not to mention, as Jenner is part of the controversial Kardashian-Jenner clan, many consumers don't want to give their money to a company that is so heavily tied to a celebrity with such status when there is a product by another brand that is just as suitable.

 Not to mention, Jenner has been involved in scandals of her own, such as controversially being labeled as the world's "youngest self-made billionaire" and being accused of formulating skin care products in her Kylie Skin line with facial-damaging ingredients, including walnut shells. 

The rebrand was possibly instigated to turn the focus away from the tainted image the public had of Kylie Cosmetics and Jenner herself. Promoting new products that make clean and vegan ingredients a priority will grant the brand a new position in the makeup market and likely lure in new consumers or win back previous shoppers.  

Only time will tell if this strategy will work. Since clean products are trending right now and are becoming the new standard, some will likely see the makeup mogul's brand in a new light. Nonetheless, there will still be those who have already permanently nixed Kylie Jenner from any future credit card statements. Until the "new" brand is launched and we can see the numbers and how the public reacts, we can only speculate the brand's fate. 

So, sit tight and keep your lined eyes and earring clad ears open because July 15 is sure to be a show. As Kylie Cosmetics so compellingly put it, something is coming.