Kylie Cosmetics, the brainchild of entrepreneur Kylie Jenner, is undergoing a transformation to move beyond the era of ‘Instagram Makeup.’ Despite its initial success and global expansion under Coty, the brand that ignited the celebrity beauty trend seven years ago is facing challenges that suggest it might be showing its age.
Kylie Jenner, named the world’s youngest self-made billionaire, rose to prominence with Kylie Cosmetics, founded in November 2015. However, the term “self-made” sparked debates, given her familial advantages and the controversy around the terminology. Leveraging her fame as the youngest member of the Kardashian/Jenner clan, Kylie already had a substantial following before launching her cosmetics line.
The brand’s success is attributed to Kylie’s status as the ultimate influencer, using her own face to showcase her makeup range. While Kylie Cosmetics maintains its own social media presence, Kylie’s personal channels, with a staggering 152 million Instagram followers, play a pivotal role in marketing the products. Collaborations with family members, including Kim Kardashian, contribute to the brand’s appeal.
Kylie’s strategic use of Instagram aligns with the platform’s popularity, especially among Generation Z, and the rise of Instagram stories. With more than 400 million daily active users on Instagram stories, Kylie has shifted her focus from Snapchat to engage with her target audience effectively.
The controversy surrounding the Kardashian-Jenner family, including Kylie’s pregnancy rumors, has been turned into a marketing opportunity, demonstrating the principle that any publicity is good publicity. Kylie’s Instagram activity, often used to promote her cosmetics line, remains a powerful tool to connect with fans and drive sales.
The official Kylie Cosmetics website complements the Instagram experience, designed for quick and seamless shopping. The site, powered by Shopify, reflects Instagram’s user interface, encouraging impulse purchases with strategically placed “add to cart” buttons beneath each product photo.
As Kylie Cosmetics navigates beyond the ‘Instagram Makeup’ era, the brand is adapting its strategies to stay relevant in an evolving beauty landscape.
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