Fans don't have much faith in Kylie Jenner's makeup brand, Kylie Cosmetics, and they think The Kardashians star's brand can't compete with other celebrity makeup companies. Kylie Cosmetics was standing tall at the top of the makeup industry pyramid when she launched the brand in 2015. At the time, Kylie's full lips were the talk of the town, and the reality star had just revealed that lip fillers were the cause of her fuller pout. However, fans didn't care that makeup wasn't behind Kylie's new look, and when she launched her lip kits in November 2015, they sold out in under one minute.
With the success of Kylie Cosmetics, the young star was gearing up to be the next Kim Kardashian of the Kar-Jenner family. At the time, Kylie's makeup brand was sold exclusively on her website and could not be found at retailers like Ulta Beauty or Sephora. This made her brand especially exclusive and that much more desirable to fans. It was near impossible for anyone to get their hands on a lip kit, and Kylie was indulging in her success. By 2017, Kylie had her own spinoff on E! called Life of Kylie. Unfortunately, the series only lasted for one season. These days, Kylie keeps a much lower profile and seems more devoted to her children than keeping up with her sister Kim.
In the years after Kylie Cosmetics became famous, other celebrities have come out with their own beauty brands, and fans believe Kylie is struggling to compete with the newer makeup companies. TikTok user @olivialayne6 shared her theory on why she believes Kylie's makeup brand is no longer doing as well as it used to be. According to the user, Kylie's branding is not as relevant as it was from 2015 through 2017, and brands like Fenty Beauty by Rihanna and Rare Beauty by Selena Gomez are much better at catering to younger generations. The TikTok user explains that Kylie still uses the "Instagram baddie aesthetic" that was popular around 2016. "I think Kylie's aesthetic being outdated is reflected in how she brands and markets her products."
The fan elaborated that Kylie's branding is "hypersexualized," and while our society claims that sex sells, Kylie has done too much of the same throughout the years, and it's getting boring. The user compared some advertisements from Kylie Cosmetics, Kylie Skin, Kylie Baby, and Kylie Swim to prove that they all look pretty similar, making it hard to understand exactly what product is being sold. The user compared Kylie's branding to Rihanna's and Selena's, and while it's clear the stars have different branding from each other, they both use a variety of women, of all body shapes and races, while Kylie only uses herself as a model. The two brands also encourage their audience to love themselves and embrace their authenticity, which is much more relevant to what buyers want today than what Kylie is selling.
It seems like the days of Kylie Cosmetics being on top of the world are long in the past. Lip kits are no longer in high demand; instead, Selena, a proud mental health activist, is facing a ton of praise for her inclusive brand based in self-love. Rihanna has also completely changed the game regarding makeup with 50 shades of foundation to choose from, making sure all skin tones feel represented. As for The Kardashians star, her brand hasn't been able to sustain the pinnacles of success it reached in its early days, and her once impossible-to-purchase lip kits can now be found on sale racks at Ulta pretty frequently. Kylie certainly missed the mark on modern-day marketing, and if the makeup mogul star wants to recover, it might be time for a rebrand.
Source: @olivialayne6/TikTok