Six years after selling a majority stake of Kylie Cosmetics, Kylie Jenner is making sure everyone knows she never stepped away. The Kardashians star remains deeply embedded in the day-to-day creative and digital engine of her billion-dollar beauty empire, and she’s not dialing it down anytime soon.
In a preview clip released on March 31, ahead of her April 1 appearance on the Big Bro podcast hosted by Kid Cudi, Kylie pulled back the curtain on her ongoing role. “I’m super involved,” she said. “Like, really crazy about everything.”
© Kylie CosmeticsInside Kylie Jenner’s Hands-On Role at Kylie Cosmetics
Despite the 2019 deal that saw Coty Inc. acquire a majority stake in Kylie Cosmetics for $600 million, Kylie continues to operate as the brand’s creative force. Her involvement isn’t symbolic. “I do the Instagram. I do all the posts,” she shared, highlighting her direct role in managing the brand’s massive digital presence, which reaches more than 25 million followers.
That level of control aligns precisely with what her mother and longtime manager Kris Jenner predicted at the time of the acquisition. Back in 2019, Kris explained that Kylie would maintain leadership over product development and brand communication. “She feels like this is where she belongs,” Kris said during a CNBC interview. “This is where her passion is.”
From Lip Kits Frenzy to Global Beauty Empire
Kylie Cosmetics launched in 2015 with Kylie Lip Kits, and the initial demand was overwhelming. Products sold out within minutes, creating a frenzy that helped define the brand’s early identity but also introduced intense pressure. “It wasn’t very exciting for me for the first year,” Kylie admitted in a March 11 interview with Vanity Fair. “I was so stressed out that everyone would harass me on Twitter… I really wanted to just make everyone happy.”
© kyliecosmeticsThat chaotic start, however, laid the groundwork for one of the most influential celebrity beauty brands of the decade. What began as a single product line evolved into a full-scale cosmetics company with global reach.
Building a Legacy Brand for the Next Generation
Today, Kylie’s focus has shifted from rapid growth to long-term sustainability and legacy. In a November interview with Beauty Inc., she revealed her vision for the future of Kylie Cosmetics. “I would love for this to be a legacy brand,” she said. “I’m working hard every day to set up that future.”
© Getty Images for Kylie CosmeticsPart of that future includes her daughter, Stormi, who Kylie hopes will one day step into the business. Kylie’s continued control over branding, product direction, and social media strategy is a key reason Kylie Cosmetics remains culturally relevant.
