When Kelly Cosmetics go with Total darkness In May, except for a mysterious photo of Kylie Jenner wearing pink with the title “Something Is Coming”, there was a lot of speculation in the beauty industry. Will this be the end of Jenner’s first foray into cosmetics or the beginning of a new chapter?
Soon after, the brand announced that it would relaunch new packaging and a completely vegetarian and cruelty-free formula. It’s only a matter of time before fans can use the new waterproof gel eyeliner in shades like Better Not Pout, bronzing powder and fans’ favorite matte liquid lipstick-buildable, easy to blend and “clean”.
Fortunately, this day finally came. On July 15, makeup lovers and fans can buy the new collection on the brand’s new website, which now also has Kylie Skin. This is the first time that Jenner’s two companies of the same name have been listed in one place.
Vegetarian and “clean” beauty quickly occupied the industry, focusing on sustainable ingredients Good for the skin Because they are for surroundingsGiven the popularity of Kylie Cosmetics, it is indeed a question of when, rather than whether, a brand will become the fulcrum.
According to the brand representative, the new formula will exclude 1,600 potentially harmful ingredients, including:
- happy Birthday
- mineral oil
- Aluminum salt
- Lead acetate
- Methyl cellosolve
For comparison, LureDevelopment of clean standards 15 ingredient categories Any product that gets the Clean Best of Beauty seal is free. According to our standards, Kylie Cosmetics passed with excellent results.
Setting off a brand revolution in the midsummer is a challenge welcomed by the founders. Jenner said: “I am proud to relaunch Kylie Cosmetics with all new clean and vegan formulas.” “In the past few years, innovation has made great progress. When creating this line, I promised to use cleanliness throughout. Raw materials, but never sacrifice performance, which is very important to me.”
Speaking of performance, the brand claims that the newly improved lip kit has a staying power of up to 8 hours. As we continue to take off the masks, we are very happy to be able to test the new formula, so stay tuned.
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