{"id":3717,"date":"2024-07-31T10:49:59","date_gmt":"2024-07-31T17:49:59","guid":{"rendered":"https:\/\/losangeles1.one\/?p=3717"},"modified":"2024-07-31T10:50:02","modified_gmt":"2024-07-31T17:50:02","slug":"from-lip-kits-to-a-beauty-empire-how-the-brand-kylie-cosmetics-was-created","status":"publish","type":"post","link":"https:\/\/losangeles1.one\/en\/eternal\/from-lip-kits-to-a-beauty-empire-how-the-brand-kylie-cosmetics-was-created-3717","title":{"rendered":"From lip kits to a beauty empire: how the brand Kylie Cosmetics was created"},"content":{"rendered":"\n<p>Few celebrities have struck such a perfect balance between fame and entrepreneurship like Kylie Jenner. She was born in the epicenter of the Kardashian-Jenner phenomenon. However, she is not just a familiar face from the famous reality show Keeping Up with the Kardashians. She is also the inspiration behind Kylie Cosmetics, one of the most revolutionary and successful beauty brands of the 21st century. The history of this brand is a testament to innovation, strategy and impeccable attention to marketing. She successfully promotes her brand by making the most of her internet fame. The main goal of the marketing communications strategy is to create a brand identity. Learn more about its creation and shortcomings. In addition, discover more about <a href=\"https:\/\/i-los-angeles.com\/uk\/eternal-elizabet-follansbi-persha-zhinka-likar-u-los-andzhelesi\" target=\"_blank\" rel=\"noopener\">Elizabeth Follansbee, the first female doctor in Los Angeles<\/a>. Read more on <a href=\"https:\/\/losangeles1.one\/\">losangeles1.one<\/a>.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a31fcce408fc\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a31fcce408fc\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/losangeles1.one\/en\/eternal\/from-lip-kits-to-a-beauty-empire-how-the-brand-kylie-cosmetics-was-created-3717\/#The_origin_of_the_company\" >The origin of the company<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/losangeles1.one\/en\/eternal\/from-lip-kits-to-a-beauty-empire-how-the-brand-kylie-cosmetics-was-created-3717\/#Collections_of_cosmetics\" >Collections of cosmetics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/losangeles1.one\/en\/eternal\/from-lip-kits-to-a-beauty-empire-how-the-brand-kylie-cosmetics-was-created-3717\/#Brand_promotion\" >Brand promotion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/losangeles1.one\/en\/eternal\/from-lip-kits-to-a-beauty-empire-how-the-brand-kylie-cosmetics-was-created-3717\/#Competitors_of_the_brand\" >Competitors of the brand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/losangeles1.one\/en\/eternal\/from-lip-kits-to-a-beauty-empire-how-the-brand-kylie-cosmetics-was-created-3717\/#Criticism_of_the_brand\" >Criticism of the brand<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_origin_of_the_company\"><\/span>The origin of the company<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The cosmetics and beauty industry market in the United States grew to a market size of more than $90 billion in 2023. Therefore, such a huge potential of the market attracts more and more entrepreneurs, including celebrities. Kylie Cosmetic, founded by Kylie Jenner, has been hailed as one of the most progressive beauty brands of all time. It took Kylie less than two years to reach approximately 630 million sales since the launch of Kylie&#8217;s $29 lipsticks in 2015. Undoubtedly, the financial return is closely related to its identity as a thought leader, which gives the brand competitive advantages.<\/p>\n\n\n\n<p>Kylie Cosmetics appeared on the market in 2015. Back then, it was a collection of three liquid lipsticks with lip liners. It was a ready-made kit to create lips like Kylie&#8217;s. Subsequently, the assortment was expanded and other cosmetic products for the face were introduced. These are matte lip pencils, drop gloss, a classic matte eyeshadow palette and a tinted oil balm. The brand&#8217;s customers are men and women aged 18 to 40.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.losangeles1.one\/wp-content\/uploads\/sites\/51\/2024\/07\/ad_4nxezldbvwgoan9webv8gwt73jtv7ums8fkvet8w2t95bvfvy_18tyunczne43dqk1wqltq95xd6tgl5khnlpizbotlz-_marzpt_yrneevtyluvjtg2sby4w8q8jkf5m5eyjj5hq_un4lk0qwmg1xembhoyokey96mky9mnszffp-i4t26w7g.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Collections_of_cosmetics\"><\/span>Collections of cosmetics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In addition to regular collections, Kylie Cosmetics collaborates with various celebrities and the Kardashian family, such as Kylie x Kendall, the Kris collection, the Koko collection, the Kourtney collection, Kylie x Jordyn and the partnership with the Kim KKW brand.<\/p>\n\n\n\n<p>Kylie Cosmetics also cooperates with the clothing brand Balmain to attract new customers. These partnerships are seriously bringing attention to cosmetics in terms of brand awareness. The introduction of new products satisfies customers with different needs.<\/p>\n\n\n\n<p>Kylie Cosmetic has introduced a variety of lip-related products other than liquid lipsticks, such as lip glosses, lip balms, lip blushes, lip gloss varnishes, lip pencils, lip liners and lip care to meet different needs and customer requirements.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.losangeles1.one\/wp-content\/uploads\/sites\/51\/2024\/07\/ad_4nxc7ge00dzn109i8j8bbxlnyej-vopxypuvyhkh1sybavapcw946-ol4stjpj4az9yslugs-mxmygqeckclbyhtzzhz_41hlidunyoq24u0lgfnlnq1zh_veibzf5-oh31-s2qj7oi4wpfalcdgigybzkakey96mky9mnszffp-i4t26w7g.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_promotion\"><\/span>Brand promotion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Kylie Cosmetics\u2019 marketing strategies differ from traditional ones by focusing on social media communication and advertising. Social media has become an important platform for the exchange of information and the further development of globalization of the company. Kylie Jenner&#8217;s success on social media has helped turn popularity into actual sales revenue, giving her an edge over the competition. Most cosmetics orders come from direct online sales websites. This is due to the fact that the target audience of cosmetics is primarily young women who follow product range updates on social networks and talk about tastes in cosmetic products.<\/p>\n\n\n\n<p>The brand&#8217;s official account often posts regular people buying the products. This helps to demonstrate that the beauty product has appeal and value to everyone. In addition to using her official account, Kylie Jenner uses her personal account to promote beauty products whenever a new product or collection is launched. Thus, Kylie and Kendall launched a collective collection Kylie x Kendall. They have over 700 million subscribers. Thus, it&#8217;s no surprise that this collection sold out within eight hours of its launch.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.losangeles1.one\/wp-content\/uploads\/sites\/51\/2024\/07\/ad_4nxeprj4axxklx6lil_uzbqsksbdigxoyyhzcmeucfqrs27vk0rbooaefdmvyznttifwrdwxpj64cv0pg3kadhbhlqlxe_yoyhqfvduipdtub55adovfqkupiarke8b1qxf3rilrur0m2rvkzpsah3zeukiw-key96mky9mnszffp-i4t26w7g.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Competitors_of_the_brand\"><\/span>Competitors of the brand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Fenty Beauty is valued at approximately $17 billion, while Kylie Cosmetics is valued at $1.2 billion after acquiring a controlling stake in Coty Inc. This is the brand of the singer Rihanna. It has a large and loyal fan base, which naturally draws public attention to the brand and drives sales. Thanks to the singer&#8217;s positive image, fans believe every message and are likely to become customers of the brand.<\/p>\n\n\n\n<p>The cosmetics market is highly competitive with endless new companies. Other famous celebrities like Selena Gomez also own a cosmetic brand and even get a price advantage compared to Fenty Beauty.<\/p>\n\n\n\n<p>Kylie Cosmetics is one of the companies that is rapidly gaining momentum and remains at the peak of popularity. Special promotion and marketing help in promoting the brand. The website is constantly updated with new products and designs to better serve its customers.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.losangeles1.one\/wp-content\/uploads\/sites\/51\/2024\/07\/ad_4nxeh3apc0ejwchbwt_aemdickpqkkwlgqw_im6lxuazvlmr0qcn7bq4eeae57pt4cxnnkqo244phplhpq0qzgq83rkkrrmy5bubeubowdgemtq9iqjctu-ya0-jlyzj4wccplv0icwdbrmo-uszq7gnv-9okey96mky9mnszffp-i4t26w7g.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Criticism_of_the_brand\"><\/span>Criticism of the brand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Kylie Cosmetics has implemented a return policy change that will allow customers to receive a full refund if they return the product within a week of purchase.<\/p>\n\n\n\n<p>Another problem the company has faced is criticism over customer service. One business bureau gave the lip kits an F rating because of their poor customer service team. This resulted in 133 product formula and delivery complaints that were not resolved.<\/p>\n\n\n\n<p>Another problem that clients emphasize is requests only by e-mail. This frustrates many customers because it takes longer. When they have a problem with a purchase, they want an instant solution to any issue. According to analysts, Kylie Cosmetics should hire a bigger and more efficient customer service team that can provide support either 24\/7 via chat or phone calls, talking to real employees of the company.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.losangeles1.one\/wp-content\/uploads\/sites\/51\/2024\/07\/ad_4nxe-bdef7xlbiakjngem9enir0cmp5vzk3p71a1vqrxxstpspcc9cscacm27mcxxuq6tedpu1wzzg6kwsj_7ryt_tdr12kx162z7vvytqhku4tfr6av1rzg8ecem8rue1rwp_-72dryefaiv5wyhuc7ebflkkey96mky9mnszffp-i4t26w7g.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<p>Kylie openly promotes that her inspiration for creating Kylie Cosmetics was insecurity about the size of her lips. After she underwent a lip augmentation procedure, she officially launched a cosmetic line. When Kylie Cosmetics began to expand into an empire, Kylie received backlash from customers. In this way, she gives an example that plastic surgery is the answer to solving the problems of insecurity. Buyers advise Kylie to remove the lip fillers and return to her natural lip size, thus showing her audience that she is happy in her own body. Jenner can implement this campaign using her social media platform.<\/p>\n\n\n\n<p>The natural makeup market is in very high demand and continues to grow and expand among younger consumers. Kylie Cosmetics is so widely recognized that once a company enters this market, it has the potential to grow immensely and eventually take a leadership position. These products are natural lip glosses, lipstick colors and light blushes. This strategy has the potential to teach a young fan base to embrace their flaws and ultimately love their skin.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Few celebrities have struck such a perfect balance between fame and entrepreneurship like Kylie Jenner. She was born in the epicenter of the Kardashian-Jenner phenomenon. However, she is not just a familiar face from the famous reality show Keeping Up with the Kardashians. She is also the inspiration behind Kylie Cosmetics, one of the most [&hellip;]<\/p>\n","protected":false},"author":324,"featured_media":3322,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[1164],"tags":[3106,3107,3113,3104,3114,3111,3112,3110,3109,3108,3105],"moimportance":[1191,81],"motype":[1158],"moformat":[93],"class_list":{"0":"post-3717","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business","8":"tag-criticism-of-the-brand","9":"tag-few-celebrities-have-struck-such-a-perfect-balance-between-fame-and-entrepreneurship-like-kylie-jenner","10":"tag-founded-by-kylie-jenner","11":"tag-from-lip-kits-to-a-beauty-empire-how-the-brand-kylie-cosmetics-was-created","12":"tag-has-been-hailed-as-one-of-the-most-progressive-beauty-brands-of-all-time","13":"tag-including-celebrities","14":"tag-kylie-cosmetic","15":"tag-such-a-huge-potential-of-the-market-attracts-more-and-more-entrepreneurs","16":"tag-the-cosmetics-and-beauty-industry-market-in-the-united-states-grew-to-a-market-size-of-more-than-90-billion-in-2023","17":"tag-the-main-goal-of-the-marketing-communications-strategy-is-to-create-a-brand-identity","18":"tag-the-origin-of-the-company","19":"moimportance-vichni","20":"moimportance-retranslyacziya-v-agregatori","21":"motype-eternal","22":"moformat-longrid-korotka"},"modified_by":"Inna Hananova","_links":{"self":[{"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/posts\/3717","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/users\/324"}],"replies":[{"embeddable":true,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/comments?post=3717"}],"version-history":[{"count":1,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/posts\/3717\/revisions"}],"predecessor-version":[{"id":3718,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/posts\/3717\/revisions\/3718"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/media\/3322"}],"wp:attachment":[{"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/media?parent=3717"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/categories?post=3717"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/tags?post=3717"},{"taxonomy":"moimportance","embeddable":true,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/moimportance?post=3717"},{"taxonomy":"motype","embeddable":true,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/motype?post=3717"},{"taxonomy":"moformat","embeddable":true,"href":"https:\/\/losangeles1.one\/en\/wp-json\/wp\/v2\/moformat?post=3717"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}