The “Downfall” of Kylie Cosmetics from a Beauty Industry perspective
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- Опубліковано 27 кві 2024
- We’ve seen a ton of downfall videos on @KylieCosmetics transpire on social recently. And inspired by creator on TikTok, @beebetter’s video, as someone who has been in the beauty industry for almost 20 years, I wanted to offer my insight on this topic from a product and beauty industry specific lens. Kylie Cosmetics was a once indie beauty brand at their late 2015 launch, which had a partnership with a manufacturing facility called Seed beauty. They were actually a first of its kind partnership at the time, which allowed them a huge competitive advantage in speed to market. Kylie Cosmetics had many reasons to sell to a conglomerate like they eventually did with COTY. Growth likely being the biggest driver, and the the ability to unlock that on a larger scale when joining a larger company that can provide access to much bigger resources for manufacturing, distribution, marketing, etc. Ultimately, though it does allow the brand to scale up even more, it also comes with certain drawbacks. In this case, the major competitive advantage of a buzzy social brand is disarmed, the brand can no longer launch a new shade in weeks, based on demand. That type of infrastructure is really hard for a major conglomerate that is established to work with. I always wondered and asked the question silently to myself, if the number one competitive advantage is gone, is it even the same brand? I would argue that her relevancy COULD have been, and could even still shift, if Kylie Cosmetics became a first to market innovative beauty company, which they are not technically right now. I would love to hear any conversation around this from all of you! What are your thoughts on the subject? Let’s talk about it!
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WELCOME Beauty Queens! I'm so happy we found each other 💋
WE ARE ALEXIS & CHRISTINA!
✨Alexis is a beauty product development executive and beauty educator with about 20 years experience. Her goal is to help you make more informed, personalized decisions for yourself, your professional growth, or for your business.
✨ Christina is an award winning educator and doctor of education and technology. She's all about asking the right questions and is endlessly curious.
Together, we are The Lipstick Lesbians! Viral beauty educators sharing all things beauty deconstructed, and having fun. We are also married and in love, and share behind the scenes of our lives together.
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Shop our beauty brand Fempower Beauty! We launched this lipstick company before we started making content on the internet, and is the reason our name is The Lipstick Lesbians in the first place. Grab a peice of The Lipstick Lesbians history at fempowerbeauty.com! 💋
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Finally, a video where there is zero bias about the celebrity and the focus is on the products, the brand and what it's achieved since conception.
I agree, i think Haus Labs, Rare Beauty and Fenty Beauty are ones that the relevance of the star wont affect the brands. Unless, something changes these are wonderful quality brands that inovate or bring something new to the table.
Didn’t Rare Beauty just get sold?
@@kellygarland63 oh maybe idk I don't pay attention enough to know that
@@kellygarland63 I heard Rare Beauty and Merit just got sold.
I think I did hear that@@kellygarland63
@@kellygarland63and the point is?
What I think is that everything in your brain needs to go into a book! Top notch and the makeup nerd in me is totally into this info!
So sweet thank you so much’
@thelipsticklesbians I second that. The way you explain things is top notch and I literally feel like im being schooled.
This was so concise and well said! I completely agree with your concluding statement; if the products shine on their own, the celebrity's relevancy is moot!
Thank you!
That’s indeed true. But if you really don’t stand for what the said celebrity does or how they go about manufacturing their make up, then I consider boycotting their products a reasonable and congruent decision.
@@sorayagonzalezabsolutely... look at what happened to Kat Von D makeup. She was removed from association and it was rebranded as KVD
I remember waiting to buy a lip kit that sold out in minutes. I feel like the quantity also added to the initial craze and popularity. Once I finally got one, I had to show it off like a golden ticket to my friends. The level of availability now has grown making that feeling of getting a hot item early seem foolish. I have noticed that Kylie Cosmetics has put out late in the game products that seem to follow after the other brands. The innovation hasn’t been found there in a while. This was so informative and brilliant to watch. P.s. I bought the Haus Labs hybrid lip oil on your recommendation and I am absolutely loving it. Thank you for the tip as always!
I refuse to give my hard earned money to anyone in the Jenner-Kardashian family. Have never watched their tv show, won’t buy their makeup, won’t buy their clothes, etc. If I do buy something from a celebrity makeup brand it’s because the product is good and the celebrity in question doesn’t make me disgusted. Like how the GXVE Beauty eyeliners do not budge from my tight line!
Same. Her makeup is not targeting to me, and I’d never buy it. I don’t buy many celebrity brands regardless. Fenty is probably the one I’ve tried, trusted and enjoyed most. Haus Labs is gaining my respect too for their colour payoff and formulas. Rare beauty is decent. It’s still a bit juvenile leaning to me I like the brushes and I tried one of the Liquid blushes - but Juvias place is just as good and cheaper.
@@tara_27244 Same.
The Jenner - Kardashian family is going to need access to a lot, soon. May I just say, your makeup today is on point! Loving it.
Thank you so much!
@@thelipsticklesbians you're very welcome
Didn't Jeffree Star come out with liquid lipsticks or ABH? Her brand WAS innovative, but now not so much. She was just packaging colourpop and jacking up the price. The most innovative brand, in my humble opinion, is Danessa Myricks
Yes because people dislike Jeffrey star, a lot of people have forgotten a lot of the innovation heated
I just don't want a brand that was created for and/or by a man or that fits for a man, frankly. I mean drag queens can be so creative and talented with make up application, etc., but, our skin is just very different biochemically at the cellular level.
@@franceshaypenny8481 I'm pretty sure most brands are owned and made with a lot of men involved my friend.. There's a reason people get so excited about female owned
@franceshaypenny8481 do you k own how many men own makeup brands? Fenty is under an umbrella owned by a man!
@franceshaypenny8481 makeup by mario, Patrick Ta, polite society have one thing in common. They are men behind the brand!
I love how your channel breaks everything down from the business/product/manufacturing/science standpoint with your years of experience on that side of the industry. It's much more objective and neutral than the other types of videos out there. Thanks for sharing! Hugs to you both👯💗
Thank you! Always the goal, while prioritizing education. Thank you!
I never tried anything from Kylie because the whole Kardashian/Jenner thing just turns me off. I also dislike dry, matte lips I have no problem with celebrity brands as long as they come through with the goods. Rare Beauty, Fenty, Haus Labs etc all have brought some great products to market. I tend to cringe and hold my breath when indies get sold to the big conglomerates because it can potentially destroy everything I love about that brand. You always have to be ready to find replacements for the makeup you love.
Agreed. Fenty and Haus Labs did a really good job with the chemistry of the products, and didn't just slap a famous name onto standard make up and roll it out for a cash grab.
💯
This. I refused to buy the lip kits because of the name associated with them. I might pick one up now if I saw it at TJ Maxx 😂
You guys & Beautiful & Bothered are on the same wavelength!
Fascinating. Definitely spot on mic drop comment at end. I always learn so much from you two.
I wish you'd list the makeup you're wearing, you always look gorgeous!
That’s a great piece of feedback noted!
your eye look is gorgeous today. shows fun use of color but not over the top. this is a look i could wear to work, a bridal shower, dinner. would ❤a tutorial please even if its just a short!! def want to know what that eyeshadow is. your eyeshadow & blush look to be the same & is absolutely a beautiful color
Absolutely fascinating! I did a very similar job in the consumer electronics industry. What you describe about liquid lipsticks, was like DLP televisions, in the early 2000’s
Your brain is a beautiful place!! I love your knowledge of all things beauty and the way you break it down so it’s easy to understand and you bring a whole different side to beauty. Also your makeup in this video is flawless queen!!! Always look forward to your videos!!
Thanks so much 😊
Aaaaaaaand THIS IS EXACTLY why people need to be more discerning with the content they consume!! Such a good video!!Someone from within the industry giving us their literal professional opinion.
The claims, observations, and opinions made here are not just a random person's baseless POV nor are they buzz lines parroted from other youtubers.
So goooood
Product developer, but didn’t know that L’Oréal’s infallible transfer proof lipstick existed before Kylie’s lipstick. Kylie is the innovator of jackshit.
You know this is a six minute video right babe? She can’t go into everything but she does explicitly say that Kylie got in early and was able to manipulate trends as well as bringing those new products to a younger audience, not necessarily that they invented those products. The turnaround time was fast to take advantage of new trends and innovations and bringing them to market quickly, rather than doing the actual innovations themselves (except on the business front- their partnership with an existing manufacturer was unique if you check the description) I thought it was very clear from the video that Kylie Cosmetics’ only real uniqueness was in pairing the lip liners and making the matching lip kits.
Essentially I think you just didn’t listen to the video closely enough.
@@maddieb.4282 six minutes isn’t an depth video but if you’re talking about what was said explicitly. Check again.
Only very recently I was a Conservative Republican until I began to open my mind & experience new view points. U & your wife were some of the 1st that belong to that group of artists I began to embrace & watch.
I began to watch drag race, which led me to attending Pride, which led me to researching Stonewall & the history of LGBTQIA+, I began to research BLM, & the struggles of those who have been silenced.
Anyway, my pt is-I want to thank you. U prob won’t see this but ur not just makeup content creators. You are visionaries challenging & changing peoples minds for the better . ❤❤❤
💗💗💗💝💗💗💗
Wow this is so meaningful to us. Thank you for taking the time to share, and for opening your mind! Sending LOVE💗💗
What a bs comment 😂
It would be nice like unrelated to this Kylie person, it'll be really nice if people would stop pressuring these small brands have such large ranges of shades, not every brand can be an inclusive, and I'm tired of seeing low star reviews on amazing brands, just because they don't have 50 freaking shades
Can I just say thank you !
Thank you for wearing your make up on camera filter free!
You’re makeup looks flawless and how it would in the real world and it’s encouraging
I’m a new subscriber, and you are so knowledgeable in beauty products! So interesting! Thank you for your perspective 😊
Thank you so much! You are so welcome 💗
I don't wear makeup but would like to. I do own some, but i don't know what I'm doing. I still enjoy your videos and how you break down the science and facts behind different brands and products. It inspires me to wanna play around with makeup and see what works for me. So thank you ladies. ❤
Also, i like how no makeup brand is off the table. From the affordable brands (cheap), to the more expensive artisan stuff.
Covergirl Outlast liquid lipstick came out in the 90’s. It was transfer proof. There were even commercials showing that that even food oil would t make it budge. It was and still is a great product.
The first time I went to USA I bought that, in the nineties. Bought a load back for my mother, sister and cousins. They LOVED it and it was always the request when I went back to the US. 😂
Todays Beautiful & Bothered episode is about just this! Love the synchronicity!
omg ive never been so early LOVE YOU GUYS!!!!
Love you too beauty queen!!
Amazing video. I love this side of beauty. Analysis, business, decisions and leadership. Your insights are a joy to listen to, and your charisma is a joy to watch.
Your make up looks stunning. Loooooovvve that eye look! And the cheeks ❤
I’ve been so disappointed about the changes in Bobbi Brown. So many of my favorites have changed or been discontinued. I wish she hadn’t sold the company.
such an intelligent, informed and stimulating take. absolutely love the knowledge and perspective you bring to the beauty community ❤
I just found your channel... Wow you are so well informed on cosmetics its very interesting to learn from you... and you and your wifey look like you are just having a blast the entire time fairplay to you xx
Her lip kits were dry as dirt! So if you weren't a teen being okay with drying liquid lips. But I've never been a fan of kylie or kkw beauty, but colourpop lips sucked then too! But I've never liked my lips to be dry as dirt so liquid lips and I've never been besties. So I will take a lip oil over a liner anyday.
don’t forget jeffree star liquid lipsticks around that time … amazing quality
Totally! Not saying Kylie was first, more a commentary of liquid lips at the time and what her kits did
You’re so knowledgeable about everything beauty related! I’m always astounded by what’s in your brain!!
This was really interesting! It's something I would never know anything about! Thank you for sharing ❤
Maybe I heard wrong about Kylie’s liquid lipstick.
Didn’t Urban Decay have a Vice Liquid Lipstick? I recall it was described as a “comfort matte”.
Even MAC had a liquid lipstick formula that was stay on long wear and transfer proof. It was double sided; One was a matte/shimmer colour and gloss either clear or shimmer paired with it that could go over it without removing the colour underneath. I used them for wedding makeup. Forget the name of the product itself. They were very good at the time. Might have been a Mac “pro”
Product tho.
We had matte liquid lipstick in Brazil available 3 years before Kylie lip kit. At drugstores. It was not innovative AT ALL. KVD had lolita before that.
But it wasn’t as relevant until Kylie Jenner made it popular
Great content. It’s refreshing to get some clear, educated info about makeup. I’d love to hear about eyeshadow palettes, how they became a thing and what constitutes a good palette? Should I be using at least 50% or 80% of a palette to make it worth the cost or selecting smaller palettes? Who produces the best quality palettes? (I’m already a ND fan) What makes a good quality palette besides the shades that catch our eye? Anyhoo, just a thought. Thanks for the great content. 🌈
This makeup look is chefs kiss🤌🏽
It is so refreshing to hear someone speak who really understands this business. People do not realize how massive this process can be. And often times the influencer outrage is frustrating because there is a lack of insight coupled with the need to drive outrage content for clicks. Thank you for sharing this wisdom with others.
Pls drop your whole make up look, love the blue!
i’m 23 now (24 in november) and i VIVIDLY remember kylie cosmetics dropping her matte, transfer proof liquid lipstick line. the first shade i bought - and that i will, arguably, never stop restocking - was Candy K, and i fell in love with it almost immediately. was it super drying? yes. was that a somewhat easy fix with a heavy application of lip balm about 30 minutes prior (gives lip balm time to soak in) to lipstick application? i would argue yes.
i remember being so excited, because prior to this product, i didn’t wear lipstick often. like maybe once a month if that, because every time i would drink or eat or even kiss my partner, i would HAVE to reapply. but with the launch of kylie’s lip line, those worries were behind not only me, but many many other girls, gays, and theys.
i appreciate you acknowledging that she really got the ball rolling and set the original standard for transfer proof liquid lipsticks, because she did. she put out a good quality product for the time that no one else had been able to, and she deserves the credit for that.
I love your perspective on this. I don’t have the knowledge you do so I think of it only from a marketing perspective. I think it could also be both. I’m not a fan of Rihanna tbh, but her brand is reliable. She has GOOD products that I never doubt if it will work on not. She also came out with a 40 shade range of foundation which was groundbreaking. Kylie doesn’t have relevant products and her products come out slow. At first she was pumping them out and it was exciting and innovative but now it’s slow and it’s like do we need this? Great perspective.
Totally off this topic but just discovered your videos they are GREAT so informative. My biggest concern is my dark circles and bags under my eyes, need help please. Thanks 😊
I love this history perspective and would be so into hearing more from your experience!
I want to know what exactly you have on for make up as that’s the exact look I’ve been trying for!!
I’d like to know your cheek products, the texture/finish is gorgeous and I want to know how to get this look 🤞🤞🤞
Informative vid, love it. Also, i need to go buy a blue eyeliner 💙
I just absolutely adore you (and C😊) ❤ I could listen to you speak and explain things all day long👋
Brilliant and fascinating. I love the intellectual rigor you bring to the UA-cam makeup world!
Hi love from Australia . You guys are amazing .
Amazing analysis!! 🤗🤗
Oooh, girl!! I just found your channel and I am loving it! You are so knowledgeable and educated. Spittin facts like it's your job...wait, it is 😂I havent subbed to a beauty channel in awhile, but I'm glad I found yours. It was time for a revamp of my face. Have a great day, beautiful!
In love with your blush and eye combo
I think it has all to be with people liking the creator, back days a lot of young people admire Kylie so everyone wants a piece of her and the product was good so it was a hit, same happens with rare beauty people adore Selena Gomez to the point of idealize her and buy her products because of it. Rare beauty products are good but the hype is totally because of the creator. Thats the case of celebrity brands.
Can you do a video on independent beauty brands that stayed independent & even became a conglomerate like ELF?
Ex: Huda Beauty, Anastasia BH.
Loving your make up...any chance you could do a tutorial?
I learned so much from this video! Thank you!
You’re spot on! That’s why I don’t buy anymore from her because it’s not her it’s the same boring sht that drugstores had before and way more expensive and same quality it’s not the same as it was at all and it’s obvious others agree because the sales are tanking
Wonderful video, lots of info and not just gossip ( not the I'm a fan of Kylie ) I honestly don't believe that the lip kits would have had such a crazies reaction outside of the fact that Kylie had a massive following, that and the belief that this "kit" was what gave her her larger than life lips. Then when she did admit that she had fillers it didn't matter to her followers. I just believe that her line was based on who she was not so much on the product
Wow😊very interesting 😊thanks for sharing 😊
Thank you!
So Kylie had to sell in order to grow im just wondering Kylie clearly has/made the money why couldn’t she monopolise and expand on her own
this video is amazing but I kept on getting distracted by Alexis' blush - I'm dying to know what it is because it's actually stunning!
i will say that although there is definitely huge changes with kylie’s brand, regarding the release of products and remaining constantly on trend, the reformulations of many of her products have been fabulous. i have both original and newer lip kits, the newer ones are a dream compared to the old ones. same with pigments. quality is significantly better
Yes! I have one of her reformulated eyeshadow palettes and it's so velvety!
What lip product(s) are you wearing?? Such a pretty color!
Haus labs in cocoa hybrid phd lip oil
I agree that’s also why we saw a monochromic palette she set her own price point on it and started a trend 😅didn’t it say more this kinda speculation gets my wheels spinning 😂
The hair looks so good 😮
I love Kylie makeup and skin products and them daily. I’ve repeat purchases her moisturizer and cleanser at least 20
Times. I use her eyeshadow daily and am on to my second palette. Blush and lipsticks and lipliners too. Once you find your colors, you’re set
It was genius to have Colourpop formulate the lipgloss , thrown in a matching lipliner package it for $25, when in reality it was a $5 product excluding lipliner. But i didn’t buy into it. I read the many complaints people had ordering and then finding out they wasted $25 for an inferior product.( Crusty butthole lips? NO THANK YOU). Because all they bought was a name, not the quality. And this is something celebrities need to understand before releasing a product. Let quality drive its popularity NOT THE IMAGE OR THE ENDORSER. And for this reason what Kylie did cannot be replicated. Hype doesn’t win customers permanently.
Bobbi Brown, Adrian Arpel, etc. all sold to bigger companies. Unfortunately, they sell their names as part of the deal. This is not new, obviously.
Bobbi Brown and Adrian Arpel came back with their own products, under different names, but with non-compete clauses they have to wait a very long time before they can restart again.
I love Adrian Arpels direct to consumer products she sells online. Her products have been cutting edge for years.
She doesn't talk about what happend to her company, after she sold it, because it's painful. She is so wary of being sued by the current owners, so she doesn't talk about how the quality of her products tanked and her name was still attached to the brand.
I remember there were problems with her products right off the bat. People did unboxings and saw a wand that was destroyed. It was like the company didn't have quailty control. Personally, i just don't like support anything Kardashian related.
Your skin is beautiful today! Very glowy:)
This is exactly why ur content is unique and is so brilliant
We need a video on the history of liquid lipsticks!
I remember Italian brand nouba that was selling liquid lipsticks before jeffree star and ABH etc it was like 2009
ive been waiting for your video on this because i dont trust anyone else to be nonbiased
I’m a food product developer whose company was acquired by Campbell’s (not a good thing in my opinion) and there are so many parallels between our industries. It seems like it would be fun to cross over into cosmetics… if they would have me :)
And because of Coty she also got to create a very successful fragrance recently
Huda beauty is a different story I guess, can you explain their business model too? I am interested to learn more
I used to use Mojave Magic, God it was the best, I had a ton then I literally cried when it was done. I've still been on the hunt for equal & still not happy with it. Lol
What is on your lips? I love that color!
Very interesting! Thank you ❤
The KVD liquid lipsticks were/are transfer proof, no? I understand that brand/her name are tarnished.
Mike drop indeed …. I adore you both ❤
I dont like Kylie at all. But Macys carries her products. I like some of her skin care so i was curious about the foundations. Omga. When I first saw this i was mortified. The colors were weird! They looked like they hired an elementary student to pick out color schemes. The neutrals were too white toned for the lighter shades. The W or WN would be peachy pink. 😳 Litterally, looked like a coloring book. I was like WTF KYLIE? Who can I sell this to? My associate decided the Cool tones would be better for me but i totally forgot to try it....until one day i had a disasters reaction to Laura Merciers world famous setting powder. I had a huge bump under my eye. I didn't freak out, of course this would happen to me. Ha. I tried the Kylie concealer because i knew it had centella in it. Its my favorite ingredient. And I know exactly what it does to skin! I knew it was gonna heal my under eye, sure enough an hour or 2 the bump was gone. Thats when i knew i hit a gold mine for ppl like me who have skin sensitivity. Ever since then i wear Kylie foundation and concealer. Its one of the best on market! It STAYS on all day esp around the nose, doesnt seperate on my oily skin! Its crazy cause its a soft matte. I used to wear Double Wear. It does oxidize and its very intriguing to see the color change on ppls face as I talk to them. Its like a good relationship, it keeps me on my toes! I put this on women with tough leather skin and lots of hyperpigmentation and wrinkles. Omga. They look like a new woman. Its shocking i can put this on dry skin and it looks good. The centella and the other ingredients make the makeup almost look like a cushion foundation. And its so affordable! I think it will survive. Its very marketable to all types of ppl.
Gosh you look so gorgeous❤
What I think is I don't have time to digg deep in business when it comes to makeup I buy what I like what that's about it I don't think about marketing or advertising just not that deep of a situation
Your commentary is first class.
I don’t get the hype about liquid lipsticks… I was using a budge-proof liquid lipstick in 2001 - Revlon Colorstay. It was not super comfortable, but you could add a gloss and it still wouldn’t budge. It used to last through my entire workday. Love the stuff. What’s really fantastic now is those same liquid lipsticks have been reformulated and they are so so much more comfortable.
The only thing that made Kylie’s lip kit’s « innovative » was the matching lip pencils and that they were sold together… florals for spring - ground breaking!
My nude lip is a mauve or taupe… Anything that skews peach or orange makes me look ill. So she never appealed to me.
It`s both , product quality and especially Instagram relevantcy . She is the ``face`` of Kylie Cosmetics ,where she goes so does the brand . Love your content 💗
Purchased Kylie Lip Balm it was so bad!
Great post, interesting information, for sure… But can we talk about how pretty you look in this post!?!
I don't know if the downfall of Kylie started right when she was still in a partnership with ColourPop, they literally repeated the same formula to build ColourPop as a stronger brand but with better prices. Yeah I know ColourPop existed before Kylie, but they were very low-profile and at one point ColourPop became the main competitor to her brand while being both under the umbrella of seedbeauty, and let me say that a lot of the market tactics that ColourPop does were pilot tested with Kylie's brand.
Your blush and lipstick is very pretty.
You gave a whole capstone associates degree in this analysis. Damn!
Blows me away how intelligent and informative information she shares.
I love uour eyeliner!
Im having a hard time following what you're saying with all the jump cuts, i do appreciate your message but the cuts are real intense & jarring
Thank you and noted ❤️
Wow... beauty & brains.
spot on
So well said.
Quality always dictates staying power and relevancy in the long run. Hype is good but if the product is trash and does not live up to the hype, the business person better do that quick cash grab and run. (I am not calling Kylie's products trash, I have never tried them) I just don't hear people rave about them like they use to.
You gotta capitalize on the attention. Positive press is not to be trifled with if you want to make it big.