Cosmetics giant Coty has announced the next stage of its expansion plan for the Kylie Jenner-backed skincare brand it took control of via a $600m deal last November.
Direct-to-consumer websites for Kylie Skin have now launched in the UK, France, Germany and Australia. The company stated that this will mean consumers can shop in local languages and currencies, and benefit from faster delivery of products.
The reality TV star’s skincare and makeup (Kylie Cosmetics) brands have seen rapid growth in recent years, driven by her social media channels which have over 300 million followers. “We continue to see collections sell-out quickly; for example, the recent Lip Balm Set launched on her birthday in August sold out in 18 minutes,” said Simona Cattaneo, President Luxury Brands at Coty.
“The launch of the Kylie Skin international websites also reinforces Coty’s strategic commitment to strengthening the direct-to-consumer business model.”
Coty has been trying to reinvigorate its business by investing in start-up and on-trend brands as more of the beauty market moves online. It also recently hired former L’Oréal executive Sue Nabi as its next Chief Executive. She is recognized as an innovator in the beauty industry and is the founder of new-age luxury skincare line, Orveda.
Coty has posted huge losses and seen sales plummet this year after the closure of stores and beauty salons during lockdowns around the world took their toll.
