Looks like Kylie Jenner is once again about to break the internet with a new lip kit. In a teaser posted on Instagram yesterday, Kylie posed in a pink spiky bodysuit in a geometric, kaleidoscope-esque image with the caption “the NEW @kyliecosmetics is officially launching on July 15 on KylieCosmetics.com! Everything is clean and vegan, and I can’t wait for you guys to try these new formulas!”

While the wording here is vague, with the word “clean” having a potential multitude of meanings (were her products not clean before?), the real shocker here is that Kylie Cosmetics is just now releasing a vegan makeup collection. It seems like a late start to a trend that has been all the buzz in the makeup industry as of late. Consumers want their products to be ethical, and it looks like Kylie Cosmetics is showing up fashionably late to the party.

The argument could be made that producing ethical and vegan makeup products is much more expensive and difficult, but Kylie Jenner has no shortage of money to have made this happen. Kylie Cosmetics, according to Forbes, is worth over $800 million dollars as of 2018 since its conception in 2016, and has only grown since then. Kylie Jenner owns 100% of the company.

Her other ventures, with various clothing lines and her tenure on Keeping Up With the Kardashians have only inflated her wealth, becoming one of the youngest billionaires in history, often claiming to be “self made.”

In a statement for the new launch, Kylie talked the quality of her brand and the legacy she hopes to keep with this new line.

“Innovation has come far in the past few years. When creating this line, it was so important to me to commit to using clean ingredients across the board, but to never sacrifice performance. My new lip kit has eight-hour wear and is so comfortable on the lips, and all my new formulas are amazing. I’m excited for everyone to try the new products.”

In 2019, the global beauty company Coty acquired a 51 percent share, a financial asset providing for an equal distribution in any residual profits, in Kylie Cosmetics. Coty, on their website states that “we do not test our products on animals and we are committed to ending animal testing across the beauty industry.”

Connecting the dots here, it’s worth wondering if the new Kylie Cosmetics vegan revival is strictly a business decision with little ethical consideration involved. If the profit from Kylie Cosmetics is tied with Coty, then it would be a smart financial decision for Jenner to comply with the company’s policy.

thoughts?