Coty plans to launch direct-to-consumer websites for the Kylie Skin brand in the UK, France, Germany and Australia.
As reported, Coty and reality TV star Kylie Jenner entered into a US$600 million deal in 2019 to develop and expand the Kylie Cosmetics and Kylie Skin brands.
The websites will leverage Kylie Skin’s existing retailer partnerships to enhance global accessibility and allow consumers to shop the brand’s entire range in local languages and currencies. The ecommerce platforms will also allow customers to avoid additional customs fees and duties when shopping Kylie Skin’s range.
Kylie Skin launched in May 2019, offering cruelty-free, gluten-free, sulfate-free and vegan skincare products. The new European direct-to-consumer websites will offer an initial product mix that includes the Coconut Body Scrub and Lotion, Vanilla Milk Toner, Kylie Skin Travel Bag, Walnut Face Scrub, Hydrating Face Mask, Eye Cream, Vitamin C Serum, Foaming Face Wash and Face Moisturiser.
The Australian direct-to-consumer websites will offer a similar product assortment minus the Coconut Lotion and Kylie Skin Travel Bag.
Kylie Skin Founder Kylie Jenner will continue to leverage her vast social media following to promote her eponymous skincare line. Jenner has over 300 million followers across her personal and brand social media channels.
Coty Luxury Brands President Simona Cattaneo said, “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. The launch of the Kylie Skin international websites also reinforces Coty’s strategic commitment to strengthening the direct-to-consumer business model.”
“I’m so excited to launch KylieSkin.com in markets across the globe,” added Kylie Jenner. “I always wanted to bring my skincare line to more consumers around the world and this will allow for an easier shopping experience and faster delivery. I’m looking forward to engaging with more customers in the UK, France, Germany, and Australia, to hear what their favourite products are and how they incorporate them into their routines.”
