Kylie Jenner has been dropping some major hints about the future of Kylie Cosmetics in recent weeks. Last week the reality star wiped the entire Kylie Cosmetics Instagram page clean, with only one post remaining. The post in question was a picture of Jenner in a baby pink two-piece ensemble and bangs, with a mysterious caption that simply read, “Something is coming.”
The vague nature of the post sent Jenner’s fans into a tailspin trying to figure out what could be the reason behind the brand’s suddenly going blank on Instagram. Most assumed that it was the result of Kylie Cosmetics’ new parent company Coty – which purchased a US$600 million majority stake in Jenner’s brand in November 2019 – launching a new look for the cosmetics line.
After much speculation, Coty has confirmed that it is indeed about to embark on a new direction with the brand. Speaking to an industry website, a statement from the beauty giant read, “The launch of the updated Kylie Cosmetics line remains on track for this summer, and you may have already begun to see Kylie’s posts on the brand’s social media channels hinting at this.”
The statement continued, “While we cannot reveal many details just yet, we are excited about this new initiative, built on a true collaboration between Kylie and Coty, which will include a refreshed cosmetics product assortment, an omnichannel approach, and a best-in-class DTC website and platform which will finally allow consumers to seamlessly shop the full assortment of Kylie’s cosmetics and skincare products.”
What does all that mean? We’ll likely see all-new branding from Kylie Cosmetics (RIP to that iconic lip-drip logo!), and perhaps even the merging of both Kylie Cosmetics and the star’s skincare line, Kylie Skin, under the one umbrella. It could also mean we’ll be able to get our hands on some of the products easier, as well as potential new extensions of the range.
Kylie Hair, perhaps? We’d be here for it. Stay tuned!