Kylie Cosmetics expands brand footprint into Ulta Beauty at Target



Kylie Cosmetics expands brand footprint into Ulta Beauty at Target

Kylie Cosmetics has announced that the brand has launched a curated collection of its best-selling lip products into Ulta Beauty at Target retail locations, as well on Target’s online store. The expansion follows Kylie Cosmetics’ debut into Ulta Beauty retail locations in November 2018. As reported in the company’s press release “the expansion of Kylie Cosmetics into Ulta Beauty at Target is a key milestone for the brand’s important and strategic partnerships with both retailers.”

Ulta Beauty at Target x Kylie

About the partnership, Monica Arnaudo, Chief Merchandising Officer, at Ulta Beauty shared that “as Kylie Cosmetics’ first-ever retail partner we’re so thrilled to support the brand’s continued growth and expansion… this next phase for Kylie Cosmetics underscores its strong resonance with beauty enthusiasts everywhere and exemplifies the unique possibilities that can come to life through our partnership with Target.

Brand founder Kylie Jenner echoed Arnaudo’s sentiment, and in her statement shared her enthusiasm for the brand launch as she “created Kylie Cosmetics to give access to the makeup products that I love and use, and I can’t wait to give more people the opportunity to shop and experience our products in-store across the country.”

Rick Gomez, Target’s executive vice president and chief food, essentials and beauty officer, emphasized Kylie Cosmetics’ “prestige experience” as “what makes our partnership with Ulta Beauty so special,” adding that the company looks forward “to continue building on the power that comes from bringing our brands together to change the way people shop beauty.”

Bouncing back 

Kylie Cosmetics has continued to evolve since first launching in 2014, and the recent brand expansion follows Coty’s purchase of a 51% controlling stake in the company for $600 million in November 2019, as well as a product formulation relaunch in 2021 featuring clean and vegan ingredients. While the brand has not been without controversy over the past decade, including the Forbes’ May 2020 article asserting the company had been overvalued​ at $1.2bn in an effort to qualify Jenner as “the youngest self-made billionaire,” the expansion into Ulta Beauty at Target is a positive move for the brand in 2024 and reflects the company’s enduring popularity with consumers. 

The Ulta Beauty at Target collection launch includes Kylie Cosmetics’ Matte and Velvet Lip Kits, Matte and Crème Lipstick, Lip Oil, Sugar Lip Scrub, Matte Liquid Lipstick, Tinted Butter Balm, High Gloss, Precision Pout Lip Liner, and Plumping Gloss. 



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