THE RISE AND FALL OF KYLIE COSMETICS
The rise and fall of Kylie Cosmetics…
Rise & Fall Playlist: • BRAND DEEP DIVES
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WHAT I’M WEARING:
Eyes: Kaja Bento Box in Glowing Guava
Lips: A custom shade that I made at the Bite Lip Lab
Necklace: Kendra Scott
Earrings: Amazon
Nails: Glamnetics
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TIMESTAMPS:
0:00 intro
0:40 seed beauty
2:25 the start of kylie cosmetics
5:25 lip kits & other product launches
10:55 kylie named youngest “self made” billionaire
14:06 kylie loses billionaire status
15:17 lawsuits galore
16:33 the real reason for the rebrand
19:30 thoughts and predictions for the future
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AFFILIATE LINKS/CODES:
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Sigma Beauty: glnk.io/mzj3y/kelly
Code “KELLYG” for 10%
Kokie Cosmetics: www.kokiecosmetics.com/
Code “KELLY25” for 25% off
REFERRAL LINKS (not affiliated)
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FAQ:
What is your skin type? Normal to dry
What camera do you use? shop-links.co/chBs2JHHBZE
Where is your wallpaper from? shop-links.co/chBsZUq6pwg
What editing software do you use? Wondershare Filmora
How old are you? 29
For business inquiries: kelly@sparktalentgroup.com
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FTC: Affiliate links are used (may start with magic.ly, rstyle.me, shop-links, or howl.me). If you purchase through these links, I may receive a small commission. This video is not sponsored. All opinions are my own and always will be!
My biggest flex is that I’ve never purchased one single Kylie cosmetics product 😁
Same. I am not a makeup person period. But I am interested in trying Kylie Skin's sunscreen cuz apparently it's a dupe for Supergoop's sunscreen.
The same! Hahaha
SAME LOL
Me too.
I didn't either, I almost did but I didn't give in
i'm surprised you didn't mention the brush collection mess. was it 300 bucks? then popular beauty gurus smelled the money and almost everyone made a video about how much they sucked lmao
OMG truly!
Yesss that was crazy!
There was (maybe still is) a really funny compilation video of all the beauty KZheadrs at the time roasting the collection.
Another weird thing, I remember the big thing about the brand was they were cruelty free & vegan but then came out with natural hair brushes which would go against that. So bizarre.
It was $365 and everybody hated it. She claimed it was vegan but the brushes were made of animal hair. Be fucking for real. Stick to drugstore when it comes to brushes, Elf and Wet and Wild have really nice brushes and they aren’t very expensive.
I think Kylie's initial audience is getting older and the interest has dwindled. I don't think gen Z really grew up with the Kardashians, thus they don't care. I have definitely seen things around Reddit where she is losing her wealth, but I mean I'm sure she has lots of financial advisors that have secured her wealth for life.
Kimberly Nicole Foster did a video on kyle cosmetics and a big point she made was related to this. While trends changed and ppl wanted more natural fresh kind of looks, kylie and her brand both stayed stuck in that 2016 look. Full coverage, matte, heavy, etc.
@@MsDecens I think the biggest factor was the pandemic since everybody was stuck at home. Nobody felt like they needed makeup because we couldn’t go anywhere and we focused more on skincare. Cosmetic companies all reported a pretty large decline on sales during covid because of people not buying makeup.
gen Z was primarily who grew up with the Kardashians, we’re just aging lol. Gen Z is 1992-2012
@@catshugging Gen Z begins 1996
@@catshugging gen Z is like 96 (some say 98)-2014ish. I was born in 1989 and I'm smack dab in the middle of millennials. I was 18 when the Kardashians show premiered. They most definitely had influence over me during my early twenties. Regardless of if gen Z watches/doesn't watch them, they too are reaching an age where they have probably lost interest in her products. The oldest Gen Z are 23-25ish. The youngest ones are still children. the older Gen Z are the current trend influencers and what they care about is most definitely not what Kylie is doing/offering right now. That's all I meant by that.
What surprised me about Kylie Cosmetics was that (at its peak) I didn’t k ow a single person who owned any of their products. I also remember those lip kits were insanely expensive. I do think the brand’s hype had a big influence on the makeup market for a while though. I remember in 2016 and 2017 you could not get away from those matte liquid lipsticks that every brand had! They were always SO DRY
I still don’t. Anyone I know that doesn’t use social media for makeup (KZhead, TikTok, Insta etc) has nothing from Kylie.
it was 30$ for a lip liner plus the lipstick
Yep I have not once bought any of their cosmetics or skims crap. I refuse, just on principle
Lots of MuAs had them, and I knew girls in college who had it
I actually own a couple of lip glosses and lipsticks. I will say that the quality of the lipstick is not that great and they’re very drying. I do like the glosses, but the amount of product you get for the price is a huge rip off
As someone who does not understand the appeal of the Kardashians, this brand always just looked like colourpop in black packaging. It was clear from the very start that it wouldn't be a "forever brand". I was shocked to see how successful it became, and seeing the decline of it doesn't surprise me.
I think where Fenty and Rare went right was having a couple staple products. The Profilter, the Kilowatt Highlighters, the Bronzers.. Fenty has some products people re-purchase over and over again. Kylie's model was very much Colourpop.. something new all the time. It worked for many years but it wasn't going to last forever and the pandemic did them really dirty.. these brands th
facts
Rare blushes are so good!! (Not even a Selena stan) my sister (die hard selenator) gave them to me as a gift for christmas, two travel sizes of “bliss” and “love” soft pinch blushes and I’m so re-purchasing them, they became my blush holy grail.
I once received a free Kylie lipstick from Ulta. I disliked it intensely (smelled bad, went on poorly, felt super cheap). I couldn’t believe she became a millionaire/billionaire(?) from products like that.
Tbf though, her family was already extremely rich and I think Kylie cosmetics was her ‘get even more rich quick’ scheme which never goes right. No surprise her products are nasty and overpriced if her only goal was increase her wealth. Why would she put actual effort into making good products when the cheap ones will still be bought by the masses?
Because people thought it was her secret to big lips and not surgery lol
I felt the same way about their lip liner: horrible color, too dry and stiff and felt cheap.
because she didn’t, she got rich from putting her name on products like that
I got her lip kit as a present and thought I would like it because beauty gurus made it seem like liquid gold and we needed it. But I think they were only hyping it up just so they don’t get kicked from the PR list. It was so drying and the scent was so strong that my stomach was hurting from it. Also my lip pencil was broken and was unusable. I did buy a concealer from her before the rebrand because it was on clearance for $5 but I found that it clinged onto my dry patches and was also very orange. Even after the rebrand I will never purchase from Kylie again. There are just better products that you can find at the drugstore for a fraction of the price.
I was a MAC artist during the Kylie lip craze. Once it was found out that she wore whirl lip pencil and brave lipstick…we couldn’t keep it in stock with the teen girls.
I can’t believe that she got away with over inflating the value of her business! And if Forbes suspected she was lying, why did they put her on the cover?
Momager Kris probably wrote them a cute little check to still put Kylie on the cover lol
Forbes has a serious fraud problem Elizabeth Holmes, Sam Bankman Fried, FTX,Enron, Nikolai, etc.
I forgot they had said her lips weren't filler and just lipliner 😂 I love these deep dive videos that you do, so much work must go into them!
I have to say, I’ve pretty much grown out of watching beauty videos centered exclusively around the products themselves. I’m more intrigued by content like this and HLP’s that go deeper into the beauty zeitgeist. The “why” and “how” of beauty.
Vida-You should add Jen Luv to your playlist--she deep dives all the time!
Kelly, this is my favorite series from you! Just feels like two friends gossiping about the makeup industry!! 🥰
Plus it doesn't feel mean spirited and catty. Just reflecting on the industry and how we think things might have gotten to this point.
Me too! It’s great to see these type of beauty videos. I’m on a no-buy, so appreciate it even more!!
As a rule staying away from celebrity brands will save you money. Celebrities are not like brand names that want to stay in business for years. Celebrities go into these projects for the quick buck and ultimately don’t care if the brand has negative reviews. They know their brand will peak and fizzle quickly just like every other famous face name brand has. The goal is to separate you from your money with their pretty faces.🤣
Exactly, I'm surprised others haven't caught on. I stay away from any celebrity brands as well.
I just love how those lip kits were marketed to be the tools behind her lip look. Not injections at all!!
Fenty, Rare Beauty, and Haus Labs (triclone foundation, specifically) have some really nice and well thought out products. (Only my opinion though)
@@SoDarnSatisfying Correct Rachel. I purchased a blush last year . It was ok. Not so crazy about her personally so I won’t make her richer.😘
@@dianesherman6560 💜💙💚
I agree! What "gap in thr market" here in India the makeup salesperson at any counter would try their damndest best to peddle off a "matching lip liner" every time we'd go in to buy a lipstick. I'm talking wayyyyy back in 2000.
In Pakistan even in 80's 90's lip liners were a sure thing. I am sure same would be the case for India cuz similar trends. I remember my cousins born in the 80's using it in the late 90's and 2000's.
Hi Kelly, please make a video about the Rise and Fall of Jaclyn Cosmetics.
As many others have said, these videos are so interesting. I’m wondering if a Rise and Fall of MAC could work. I’m sure they still have a loyal following, but it seemed like they were THE brand at one point and now I hardly hear anyone talk about their new releases and I find all of their lipsticks at T.J. Maxx.
I feel like, especially with their lipsticks, for a long time MAC was really the only brand making very vampy/bold colors. But now there are so many brands making all kinds of different colors with better, less drying formulas and a less expensive price tag. I don't think that's necessarily the entire reason MAC has been falling off, but I definitely think it's a contributing factor tbh.
I was a tween during Mac's hey days and the sales people were always so snobbish and just generally gave a very unapproachable feel. Didn't change much ten years later in my 20's. Tried 1 of their lipstick as a last minute purchase for an event, it was meh (benefit was having its hey days at this time with their tints and super vibrant packaging), left me very unimpressed.
I don't think it suffers a fall... I remember a video of Kelly where she mentions that MAC was the most sold brand for Estee Lauder, which would make it probably one of the best sold brands in the world. I think that certain brands are out of the scope of people who are less passionate about makeup, while MAC is on everyone's radar
I still use a lot of products from mac even though I use other designers as well like hourglass but mac is the most precious jewel and the number one brand for me
Tbh, I only use mac for my base, since they have a wide range of shades and undertones. And their product quality really can’t be matched. My mac lipsticks really are some of the best lipsticks I own
Yay!! I actually don't know much outside of pictures about Kylie's brand. Love this series. I appreciate how detailed you get, and how hard you work! 💚
Thank you for watching!!
I've never been a Kardashian fan, so I've never been especially interested in the brand. It doesn't help that people weren't drooling over the formula by the time I was paying attention.
I love this series and hearing about the origins for the brands. I agree, the make up market is very saturated right now. We all know it, and we still seem surprised when “nothing new” is coming out. All the colors have been done, what we need is new ways to use ALL the colors.
Please never stop this series, it's so interesting to know the story behind different brands ❤️❤️
Love love love this series! I've never bought anything from Kylie cosmetics but it's been interesting to watch the evolution of the brand.
Either have I. I actually refused to buy their products on principle because of all the hype. Those lip kits were way over priced. And the brush kit???? What a joke!!
The fact that she managed to market those major face changes to makeup - wth
Always love your deep dive series
Thank you for watching!
Would love it if you could do this on Mac! I know Mac has had a few viral products in the last few years but their popularity, especially on social media has definitely declined since the early KZhead days! People in the real beauty world may still use them, as well as professional makeup artists, but I’d love to see you cover this! Love you Kelly and your channel ❤❤❤
I can't believe this brand is in the high-end section in ulta (and right next to Estee Lauder in the ulta near my house). Ridiculous! If you ever even hold this makeup in your hands it feels very cheap. This would have been a great brand if stocked in the low-end section and the prices were low.
This is all coming back to me! I forgot it started as Lip Kit by Kylie!
I remember getting the foaming cleanser from Kylie Skin in a boxycharm box when it came out. Definitely nothing special about it. I used it up as a body wash just to get rid of it (and eventually got rid of boxy too).
I know you’re a beauty channel but have you considered having another for commentary videos? Honestly you’d be brilliant xXX
I love this series! Personally I don't follow the Kardashian-Jenner cinematic universe, but nothing from Kylie's brand appeals to me, whether it was tied to her or not. Unrelated, but I do think it'd be fun to work in her PR team, assuming you have basic worker's rights. Constant drama to respond to. Lies. Deception. Sounds like a great time. Thanks Kelly!
I am OBSESSED with your color palette today!!! Also please keep doing videos like this I find the history of makeup trends and brands so so fascinating
Kelly!!! I cannot get enough of your investigative docs! They’re amazing and you obviously take an enormous amount of time and research doing these. This is your SUPERPOWER! Use it! Enlighten, educate and entertain us!!!
i also remember when everyone was comparing the original colourpop concealer to the kylie one claiming they were the same thing but repackaged
I love when you do this series. Thank you for all the time and effort you put into these videos.
Love love love this series!!!! Thank you so much for being so informative Kelly ❤❤❤❤
I love these videos because they feel like a podcast. I convinced myself to do the dishes and wipe down the counters because I was like “well I’ll just watch this video while I do it.” Hahaha. Thanks for upload!
I’m glad that you enjoyed it!! Dish washing videos are my favorite too haha
This is definitely one of my favorite series! Please continue to do them 🙂
Your deep dive series is so good. Really interesting to learn something about the insider kind of background of the ‘beauty industry.
This was the first video I’ve seen of yours & I really enjoyed it! I remember trying out her lip products back in 2016. Recently her & Kendall have been shown in a negative light that makes me think she’s losing fans again. I was just thinking about how I haven’t seen a new Kylie cosmetics/Kylie skin launch lately! Looking forward to your next video!
Brilliantly delivered, Kelly - thank you!
The color of your top is beautiful and the background as well. Your videos bring me comfort 💕
Love your energy and videos ❤
Love these videos. Some things I didn't know others I'm like wow I forgot about that lol. Great work Kelly.
Love this series!!
Love this series. You do such a great job researching and walking through everything in layman’s terms. Have you done Anastasia? Or what about a forgotten brand like Ultima II. They had the best brown lipsticks of the 90s!!!
I love these videos so much!! Always get excited when I see a new video like this uploaded!
Thank you for watching!
Love these deep dives. Very well done!
Yay! This just made my Monday so much better!
Love this gossipy/juicy videos! Keep them coming girl! I would love to see a video about She-Glam.
I think celebrity make-up lines have a shelf life and they go into it knowing this. I don't find it surprising one bit that her brand of any other is fizzling out. It's the nature of the industry and everything is short lived, especially for new brands. The classics like Estee Lauder, Channel, Lancome, Clinique, etc... None of those are going anywhere.
I'm curious to see where Fenty will be in 10+ years.
Love this style and content of videos. Thanks for your hard work
Took a long time for them to sell in physical stores like here in UK. Now they do,but everytime I'm in boots, I see their stuff untouched. Fenty beauty's samples are ruined, broken from overusage. Theirs are.. like nobody noticed it
Just found you today and subscribed immediately! Anazing content, delivered beautifully! Thank you! ❤
These are my favorite videos from you!
I ❤❤❤❤ this series!!!! You knock it out of the park. 💛🌻💛🌻
Well executed video. Really enjoyed!! Love your makeup. Would love a grwm on it!!
I have never bought anything from this brand and i don’t know anyone that buys it. 😅 also I remember the whole Forbs thing but i never heard of the laying of the numbers to get that title 😱
Great video ! Very informative ❤
I recently discovered your channel. These videos are so insightful and you seem so articulate! Really enjoyed this. Thank you.
Love this series! I think people are more in tuned to buying things that have more depth and quality vs having a popular face next to it selling the brand
I don't miss this series. Brilliant again. Looking forward to the next one! By the way, does anyone know what happened to Cover FX??? Some years ago all of a sudden I couldn't get their products any more here in the UK. 🤔
I don't know if anybody remembers the Kardashians also had a clothing line at Sears a few years ago. When Sears was still open. Anyway the clothes looked like cheap disco nylon or polyester it was like the swim suit they made. All to make a quick buck.
Oh yes, I've been waiting for this 💅
I don't really understand why KOTY bought the Kylie brand, especially at such a huge price. It's not the type of brand that suggests it will be around long term, since it's so reliant on interest/fandom of Kylie herself, which isn't guaranteed.
Coty was interested in selling to the younger girls, that market share.
Brilliant deep dive kelly. What about doing one on Tatcha ? Xxx
You were the voice inside my head!! Thank you FINALLY for staying the obvious and I truly hope that the consumer will make more educated purchases based on products and their effectiveness rather than the face behind the products.
Favorite series ❤️
I remember ppl talking endlessly about which MAC liners she used, Soar and Pout maybe Ppl bought those out too (I was in makeup industry at time, where ppl in insurance going nuts!? I dunno) It was lip madness over a teen’s mouth haha so creepy 😅
Excellent information truly informative.
Thank you!
Amazing review 🎉🎉🎉🎉
I always think of Kylie Cosmetic s as a very young people's brand, like Bonnie Belle or Loves Baby Soft was in the late 1970's and 1980's. I think every young first time perfume or makeup wearing teen knew of these products back then. They were high successful. Coty owns Loves Baby Soft (no surprise). All brands like this have a self life over a number of years, due to the fact teens grow up! They move on to serious adult makeup. In 2015 Kylie was all the rage, but she grew up and so did the consumers who bought those products. If Kylie would have thought ahead or had good advice, her brand needed to take on a more serious adult demeanor. Unfortunately we won't see that and eventually Kylie Cosmetics will fizzle out. Just my opinion. We shall see! Great video by the way!
omg i completely forgot about half this drama! like i remember when buzzfeed did reviews on the kylie kits, the walnut scrub debacle and the false revenue claims!
Good morning! ☀️
Good morning!
Again, the amount of research you put into this series!
Welp, I knew none of that. I have a palette from Kylie Cosmetics that I picked up a couple years ago at Ulta that has a blush, contour and 2 highlighters in it and I absolutely love it. The funny thing is that I bought it for the great colors which are perfect for me. Having never watched a single episode of the Kardiashians show, and not really knowing anything about those people, I just picked up the palette without giving it much thought. It’s actually a really nice palette, tho!
Yeah, you just keep promoting this narcissistic scamming family. They obviously deserve it.
Great vid. I vote doing Florence by mills next!
I've never been super interested in Kylie cosmetics but I remember my coworker was late to work once prob back in 2015 because she had to pull over on the highway to buy a lip kit when they dropped. 😆
I love these deep dives. There’s so much that I’m not aware of!
THANK YOU like im so glad someone is finally talking about kylie cosmetics.
In Australia it's not popular at all.. In fact, whenever I go into the stores where it's stocked everyone is at every other brand except Kyle Cosmetics. There is NEVER anyone looking at her products. I only own a lip kit because I got given it as a gift, but I hardly use it. I'd rather use higher quality products. I have to admit though - Kyle Cosmetics has very pretty packaging (but I'm bias because I LOVE pink)
Just out of curiosity I bought one of her lip glosses with a discount. And while it’s fine (also the scent!), it’s really not a big deal. It’s nothing special. I’m not interested to buy other products from her brand. Thank you for the interesting explanation, love your pronounciating! (I studied language and speech therapy haha) Love from the Netherlands❤️
I used to be a massive Kylie Cosmetics fan. Was ordering from them like monthly with my minimum wage from my first ever job. I collected the lip kits and I loved them but I didn’t have much to compare them to. I don’t buy from them much anymore but I have to shout out their blushes. Winter Kissed has been my go-to blush since its first launch. I wear it almost every day. I love that I can get it in Ulta now.
I love these deep dive videos! And your look is so cute and perfect for Valentine’s Day 💕
Love this..
Next: please do KKW beauty! I loved her makeup so much it was one of my top favorite brands. I’m waiting anxiously for it to come back 😢
I love this series! Thanks for your honest take per usual.
Wow, I had no idea the alleged real reason behind their "rebrand!" Very interesting.
I continue to like this series and you did super well on this installment. Not too much, not too little, and very even and unbiased. Early in the Kylie lip kit days I felt like there was a lot of international hype in particular. I don't remember as much enthusiasm from yt beauty gurus. For me, beauty begins and ends with yt ;0 only partly kidding :)
Great series. I would love for you to do Buxom.
Omg yes! This brand used to be all over the place!
You should definitely do an update that Ariana Grande is doing her make up on her own now says that came out last week
Yup! I’ve already posted a video about that last week :)
Personally, I think people should really think about where the spend their hard earned cash esp. celebrity products - when you can support independent , hardworking businesses why make a rich brat richer? We make these monsters then we complain about them 🤷🏽♀️
They Kylie bullet lipsticks were 100% the same as colourpop I bought both back then and I knew it was the exact same company just by the smell and creamy
Love this deep dive, Kelly. I can see the work that went into it! OK, don’t come at me anyone, but I must say, I feel sorry for Kylie. I do. I cannot imagine such scrutiny at such a young age over one’s looks. I never watched the family show, but find it bordering on child abuse to subject a tweenage child to that exposure. How is she ever supposed to have a healthy sense of self? My daughter is a year younger than her and I think she would be on the verge of mental collapse had she gone through this.
I agree, Gretchen! I can’t even imagine growing up in such a public setting.
I wonder how old all the K kids will be when they start with the plastic surgery?
I remember really wanting to try her lip kits when they first came out but then the hype kinda died down and I honestly had no idea any of this was happening/had happened. Thank you for making this video and summing everything up in just a few minutes. One thing I don't really understand though is why Forbes sued Coty if the misinformation they got was before Coty aquired the brand. It's not really their fault the previous owners lied, right? Am I not understanding something here?
Thankfully the only Kylie product I received via a beauty box subscription and tried was her facial wash. Nothing exciting. I kept the pink bottle to make foaming face wash from drugstore washes I use.
I love these deep dives. Would love to hear your thoughts about Fenty, Rihanna and the superbowl.
love your hair
The observation and analysis on this video is on point, we have come to this day that skin care and being natural is more attractive, (becoming more comfortable in our own skin) thus these new products are now focus on milder and more natural good for the skin make up, also pandemic made us realize that there are far more important things thản makeups(face masks alcohols etc.) More makeups had gotten expired due to the height of pandemic.
Would love a deep dive into the skincare brand Naturium. Some shady early days
Yep they're the only brand I don't want from Boxy Charm after I got her foaming facial cleanser. It was so drying and it changed color to this dark yellow. One use was all I needed to know.
Hi there!! It would be nice to see a review of Nars, I used to recieve Ipsy through the mail and i recicved some Nars lip stick and i loved the color but it didnt stay on long at all..... So would be nice to hear about Nars, thank you...