Who owns Kylie Cosmetics?

Coty Inc. bought a 51% controlling stake in Kylie Cosmetics for $600 million in November 2019, valuing the company at roughly $1.2 billion. Kylie Jenner retained a minority stake, reported at 44 to 49 percent, as of March 2025.

Is Kylie Cosmetics losing market share to rivals?

Yes. Huda Beauty ranked #1 in the Cosmetify Index for three straight quarters through Q3 2025, with Kylie Cosmetics at #2 despite 28.2 million followers, and rivals Rare Beauty and Rhode also outpaced it in growth and popularity metrics that quarter.

Could AI replace Kylie Cosmetics' business model?

No. Kylie Cosmetics is a physical consumer goods brand whose main asset is Kylie Jenner's personal celebrity distribution; its AI virtual try-on tool is now a commoditized industry feature, not a differentiator, according to a January 2026 industry review of AI beauty tools.

Is Kylie Cosmetics profitable in 2026?

No audited profit figures are public. What is known is that its DTC site revenue fell from $68.7 million in 2017 to roughly $29 to 36 million by 2022 to 2024 per Statista and CEO Today, prompting an October 2025 nostalgia relaunch explicitly framed as a response to declining sales.

What is the King Kylie relaunch about?

In October 2025, Kylie Cosmetics revived its original 2015 era shades and lip glosses as a 10 year anniversary 'King Kylie' collection, which trade press explicitly framed as a response to the brand's declining sales rather than pure nostalgia marketing.

Will Coty sell off Kylie Cosmetics?

There is precedent: Coty divested its stake in Kim Kardashian's SKKN by Kim in March 2025. Coty has not announced plans to divest Kylie Cosmetics as of July 2026, but its ongoing 'Coty. Curated' turnaround under interim CEO Markus Strobel is reassessing brand priorities.

Consumer brands · subsidiary of Coty Inc. · United States

Kylie Cosmetics, LLC

kyliecosmetics.com ↗

Celebrity beauty brand founded by Kylie Jenner, majority-owned by Coty Inc.

Losing its protection

Assessed 23 July 2026 · Evidence as of 23 July 2026

The structural protection is eroding.

On the recordSince 23 July 2026 · Checkable from H2 2026 · Every call on the record Checkpoint: Coty's 'Coty. Curated' decision on whether Kylie Cosmetics stays a prestige priority or gets shopped

The call

Kylie Cosmetics still runs on Jenner's fame, but its fate now hinges on whether a struggling Coty keeps investing in it or lets it go.

Kylie Cosmetics sells makeup and beauty products mainly through its website and retail stores, relying heavily on Kylie Jenner's massive social media following to drive sales. The company is struggling because other celebrity beauty brands like Rare Beauty and Rhode are stealing customers, its direct online sales have dropped by more than half since 2017, and its owner Coty is in financial trouble with leadership chaos and job cuts. The big question is whether Kylie Cosmetics can win back shoppers with new product launches, or whether it will keep fading as other celebrity brands get more popular.

Why

AI pressure: None apparent. AI virtual try-on, once Kylie's own feature, is now standard across every beauty app and offers no special edge. Could AI do the core job? Only partly.

Bigger players: Coty Inc. (majority owner). Coty's own turnaround, with a new CEO and withdrawn guidance, could sideline or sell Kylie Cosmetics if results keep sliding. Could a giant copy it? No, they are blocked.

What protects it. Kylie Jenner's 28M+ following still turns product drops into instant sales spikes that legacy beauty firms can't replicate.

What would change this call

Cosmetify/MIV rankings for Kylie Cosmetics in Q3-Q4 2026. Shows whether the King Kylie relaunch produced lasting share gains or a brief bounce.
Coty names Kylie Cosmetics a prestige-portfolio priority or divestiture candidate in 2026. Reveals whether parent Coty will keep funding the brand or sell it like it did SKKN.
Kyliecosmetics.com reported quarterly revenue trend through 2026. Confirms whether the DTC decline from $69M to under $36M has stabilized or continues.

Key numbers

DTC sales fell from $68.7M (2017) to ~$29-36M (2024)
Coty Q3 FY2026 revenue down 7% like-for-like (2026-03)
Coty paid $600M for 51% stake in 2019 (2019-11)

Named risks

Parent Coty in leadership and financial distress with guidance withdrawn since Dec 2025. Severity: high
DTC revenue collapse from $68.7M in 2017 to roughly $29-36M by 2022-2024. Severity: high
Losing celebrity beauty popularity rankings to Huda Beauty, Rare Beauty, and Rhode. Severity: medium
Coty could divest Kylie Cosmetics, following SKKN by Kim divestiture in March 2025. Severity: medium
Sales recovery relies on nostalgia campaigns like King Kylie rather than sustained growth. Severity: medium

Rivals, as read in July 2026

Rival	Direction	Evidence
Huda Beauty	losing to	Ranked #1 in Cosmetify Index three straight quarters through Q3 2025, ahead of Kylie's #2
Rare Beauty	losing to	Named 2025's most popular celebrity beauty brand by trade press
Rhode	losing to	Acquired by e.l.f. Beauty in deal up to $1bn with 34% EBITDA margin, 2025
Fenty Beauty	losing to	Widely cited as category revenue leader among celebrity beauty brands, 2025
Coty Inc. (parent)	contesting	Guidance withdrawn Dec 2025, CEO exit; SKKN divestiture precedent March 2025 raises divestment risk for Kylie

Questions people ask

Who owns Kylie Cosmetics?: Coty Inc. bought a 51% controlling stake in Kylie Cosmetics for $600 million in November 2019, valuing the company at roughly $1.2 billion. Kylie Jenner retained a minority stake, reported at 44 to 49 percent, as of March 2025.
Is Kylie Cosmetics losing market share to rivals?: Yes. Huda Beauty ranked #1 in the Cosmetify Index for three straight quarters through Q3 2025, with Kylie Cosmetics at #2 despite 28.2 million followers, and rivals Rare Beauty and Rhode also outpaced it in growth and popularity metrics that quarter.
Could AI replace Kylie Cosmetics' business model?: No. Kylie Cosmetics is a physical consumer goods brand whose main asset is Kylie Jenner's personal celebrity distribution; its AI virtual try-on tool is now a commoditized industry feature, not a differentiator, according to a January 2026 industry review of AI beauty tools.
Is Kylie Cosmetics profitable in 2026?: No audited profit figures are public. What is known is that its DTC site revenue fell from $68.7 million in 2017 to roughly $29 to 36 million by 2022 to 2024 per Statista and CEO Today, prompting an October 2025 nostalgia relaunch explicitly framed as a response to declining sales.
What is the King Kylie relaunch about?: In October 2025, Kylie Cosmetics revived its original 2015 era shades and lip glosses as a 10 year anniversary 'King Kylie' collection, which trade press explicitly framed as a response to the brand's declining sales rather than pure nostalgia marketing.
Will Coty sell off Kylie Cosmetics?: There is precedent: Coty divested its stake in Kim Kardashian's SKKN by Kim in March 2025. Coty has not announced plans to divest Kylie Cosmetics as of July 2026, but its ongoing 'Coty. Curated' turnaround under interim CEO Markus Strobel is reassessing brand priorities.

Timeline

2026-07-22Kylie Cosmetics teases 'Mood Stone' fragrance trio launch
2026-05-06Coty Q3 FY2026 revenue down 1% reported, 7% like-for-like
2026-02-12Coty unveils 'Coty. Curated' turnaround; stock down 16% YTD
2026-01-31Kylie Cosmetics x Lemme 'Skin Glaze Gummies' launch exclusive to Ulta
2025-12-17Kylie Cosmetics ranks #2 in Cosmetify Index Q3 2025, 28.2M followers
2025-12Coty CEO Sue Nabi exits; Markus Strobel becomes interim CEO
2025-11-06Coty discloses Gucci license loss to L'Oreal by 2028; Q1 FY26 down 6%
2025-10-13Kylie Cosmetics launches 'King Kylie' 10 year anniversary revival collection
2025-04Coty cuts 700 jobs under 'All-in to Win' restructuring
2025-03-20Coty divests SKKN by Kim stake; cites Kylie Cosmetics 1.5x growth in 2 years

Revision history

23 July 2026

First assessed. Losing its protection. The text above is fixed as of this date and is not edited afterwards.

In the same band

PVH VF Kering