When Kylie Cosmetics went completely dark in May save for one cryptic photo of Kylie Jenner dressed in all pink with the caption "something is coming," the beauty world launched into a flurry of speculations. Would this be the end of Jenner's first foray into cosmetics or the beginning of a new chapter?
Not long after, the brand announced that it would be relaunching with fresh packaging and entirely vegan and cruelty-free formulas. It would only be a matter of time before fans could get their hands on new waterproof Gel Eyeliners, Pressed Bronzing Powders, and fan-favorite Matte Liquid Lipsticks in shades like Better Not Pout – buildable, easy to blend, and all "clean."
Well, the day has finally arrived. On July 15, makeup enthusiasts and fans alike can shop the new collection on the brand's new website, which also houses Kylie Skin now. It is the first time both of Jenner's namesake ventures have been available in one place.
Vegan and "clean" beauty have rapidly taken over the industry with a focus on sustainable ingredients that are just as good for the skin as they are for the environment. Given the popularity of Kylie Cosmetics, it was really a question of when, not if, the brand would make the pivot.
According to a representative of the brand, the new formulas will exclude 1,600 potentially harmful ingredients including:
- Mineral Oil
- Aluminum Salts
- Lead Acetate
- Methyl Cellosolve
For comparison, Allure's clean standards lay out 15 ingredient classes that any product awarded a Clean Best of Beauty seal is free of. Based on our standards, Kylie Cosmetics passes with flying colors.
Pulling off a brand revolution during the height of the summer was a challenge the founder welcomed. "I'm so proud to relaunch Kylie Cosmetics with all new formulas that are clean and vegan," says Jenner. "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."
Speaking of performance, the brand claims that the new and improved Lip Kits have staying power of up to eight hours. As we continue to shed our masks, we're excited to put the new formulas to the test so stay tuned.
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