The downfall of Kylie Cosmetics is here. People tired of here and her boring looks and products. She always looks bored.
Attention all! Prepare to hear a raw talk about Kylie Cosmetics’ future in this 2025. Coming completely clean, I’m going to be taking a close look at where Kylie Cosmetics is currently. Is Kylie Cosmetics still the powerhouse it once was, or is it fighting to stay relevant in today’s saturated beauty market? Let’s unpack this beauty drama!
The Rise and Fall of a Makeup Mogul
When Kylie Cosmetics first launched those iconic Lip Kits back in 2015, the beauty world literally stopped spinning. Imagine that time when you couldn’t wait to get hold of a shade – it’d sell out in seconds. I also bought the Candy K shade myself, trust me: my lips delivered that perfectly plumped up appearance that the packaging promised.
But honey, times have changed. The brand’s online revenues have plummeted significantly (all the way from $68.7 million to $36.2 million in 2022 and estimates that it will close in at $29 million by 2024, which is; and the online revenues have plummeted significantly). It’s not just a little drop – it’s a steep and terrifying fall in revenue! What happened to the brand that had people setting their clocks to stock up on new releases? In 2025, we don’t cruise along like before, and Miss Jenner’s beauty venture looks quite different indeed.
When did the frenzy of instant sellouts and excited fans finally die for this iconic brand? The unfolding future of Miss Jenner’s beauty venture seems to be very different from where it starts in the time frame toward 2025.
The 2025 Reality Check
Let’s be real, Kylie Cosmetics isn’t the same force it used to be. In the recent past, the popular beauty brand has faced massive financial challenges and a desperate dip in sale, indicating the brand may no longer be the big batter of profit.
Several factors have contributed to this downward trend:
The Rebrand Backfire
In 2021, Kylie Cosmetics took a significant direction to emphaze vegan and “clean” beauty in their product line. Taking a targeting strategy on vegan and “clean” beauty products might have been framed as something wise, yet the rebrand “received varied feedback” from both the fan groups and newcomers.
The refreshed formulas and packaging just didn’t create the same buzz as the original launches.
Oversaturation in the Beauty Market
There is no way, that can be denied, the beauty scene of 2025 is going to be very congested. The battle for Kylie Cosmetics has increased beyond the other celebrity brands out there. it’s attempting to win attention in an industry that is to reach about $750 billion in value by 2025.
While in a world where thousands of new products come out every year relying on the name of the brand won’t be enough anymore. Because consumers want innovation, sustainability, but they want authenticity too the brands like Kylie Cosmetics have to work twice as hard to stay up, which they have not figured out how to do.
Changing Consumer Priorities
The beauty landscape has evolved dramatically since Kylie Cosmetics’ heyday. Shopper’s values are important to them by 2025; this group values brands that symbolize their beliefs, promote personal distinctiveness, show true authenticity. As a reaction, many beauty brands have been forced to quickly change.
On the other hand, the fragrance industry will record 14% sales expansion in 2025, edging makeup at 5% growth. Perhaps, Kylie’s work with color cosmetics are not cut out for the changing trajectory of money spent by consumers.
What’s Kylie Doing About It?
She should be praised for taking action to save what little of her Empire is remaining whereas she could just sit back and watch it, going down. She has added to her line up with the introduction of Sprinter (vodka soda in cans), Cosmic (cruelty- free fragrances) and Khy (a clothing business).
Quite clearly, Kylie understands that she must alter her strategy. Yet, it remains unclear that these new businesses can hope to copy earning power, which used to characterize Kylie Cosmetics.
Remarkably, Kylie has been struggling to regain authority over the Kylie Cosmetics brand. Kylie has embarked on “efforts to reclaim control over Kylie Cosmetics” a venture that she sold to Coty in 2020 in a price tag of $600 million. This situation demonstrates how difficult it has become to make a recovery for such a Kylie Cosmetics as it is in existence today.
The Coty Factor: A Silver Lining?
Despite Kylie Cosmetics’ individual struggles, there’s a surprising twist in this beauty saga. Although the stand-alone brand Kylie Cosmetics seems to be floundering, Coty the parent firm, has seen significant sales gains in Prestige categories recently, with an increase in fragrance, cosmetics and skincare products.
It seems like even though Kylie Cosmetics is not doing well on its own, it could possibly generate revenue for Coty through international expansion and retail deals that are no appearing through online sales data.
The Social Media Equation in 2025
One area where Kylie Cosmetics still shines? Social media presence. More than anything, staying off the headlines and seeking buzz marketing by Kylie has come in handy to have fans interested. Using people’s curiosity and limited availability, she has kept her brand top of mind for customers.
Let’s admit it, the power of social media has taken care of the beauty scene of 2025. Over three quarters of the beauty shoppers visiting the market daily are found on Instagram, while 67% will find influencer recommended brands more credible. It is due to her phenomenal celebrity pull that Kylie remains a key brand advocate on social media.
According to the recent trends, “Kylie Cosmetics leads all beauty brands in terms of Instagram followers. This is a strong resource in the beauty world that companies are beginning to appreciate.
The Gen Alpha Factor
Another fascinating development in the beauty market that could impact Kylie Cosmetics’ future? Gen Alpha people are also getting more influential in the beauty market. The modern young inseam consumer has considerable buying power and children-having families use relatively more on beauty products compared to childless families. We can therefore expect an explosion of “Gen Alpha-targeted offerings” to arrive in 2025.
The move to Gen Alpha could be a symptom of how Kylie Cosmetics can inject some fresh air into its image to reach a whole new audience of beauty shoppers with different expectations. The question is: Is this opportunity ready for the brand?
Competing in the 2025 Beauty Landscape
To understand Kylie Cosmetics’ current struggles, we need to look at the competitive landscape it’s facing in 2025:
Direct-to-Consumer Dominance
It must be said that the popularity of direct-to-consumer beauty brands has been mainly fueled by how easily social media can be attained and the changing tastes of the contemporary consumer. By associating with influencers, Kylie Cosmetics and Fenty Beauty have done a great job of gaining market recognition and building a good online presence.
Just before 2025, nearly all beauty brands have started selling directly to customers, thus decreasing the advantage Kylie once had in that area.
Clean Beauty Surge
Consumers are seeking out cosmetics that are free of harmful ingredients and based in sustainability, bringing about a bandwagon effect of eco-conscious beauty brands. While Kylie Cosmetics has attempted to position itself in this space with its rebrand, it hasn’t established itself as a leader in sustainable beauty.
K-Beauty Dominance
The most significant threat on the competitive front to Kylie Cosmetics is unmistakably the continuous rise of K-Beauty. The increased supply in Korean beauty into the countries has pushed Korea to take the lead as the top exporter of cosmetics to the US with trade recorded to stand at $1.4bn between January and October 2024.
It is the US consumers who have responded very favourably to innovations in Korean cosmetics, specifically in ingredient technology and product design, but a feat which Kylie Cosmetics has found difficult to repeat.
The Bottom Line on Kylie Cosmetics in 2025
So, is Kylie Cosmetics still popular in 2025? The honest answer: It is no longer like it used to be. Apparently, the brand is no longer benefiting from its previous explosive growth and failing to remain relevant with the current market situation around it.
That said, outright dismissal of Kylie Cosmetics would be premature. While its e-commerce numbers have dwindled, “Kylie Cosmetics remains a major force in the beauty world, being agile to fit the market and consumers demands”.
Some key assets stay with the brand: familiarity, strong social media presence, as well as partnership with a leading beauty giant – Coty. Besides, Kylie has demonstrated phenomenal flexibility as an entrepreneur, always accommodating the market with something new.
What’s Next for Kylie and Her Beauty Empire?
A wise observer said, only time would tell if she manages to make the new brands succeed or bring Kylie Cosmetics back to life. One thing is for sure: It seems that Kylie will be at the leading edge of innovation and try new paths as the trends change.
To us beauty aficionados turning in, the events that are unfolding promise an exciting look forward to the future. could Kylie Cosmetics revamp in the effort to woo Gen Alpha? response Or perhaps she will be able to stage a truly spectacular comeback in the industry of beauty?
As your faithful beauty correspondent at itismandy, I’ll be watching closely and keeping you updated on all the Kylie Cosmetics tea. Why, in the beauty world, a come back can overshadow disappointments easily, and there is nothing more intriguing than watching a fallen brand bounce back.
What do you think? Do you still use products from Kylie Cosmetics next year? Is Kylie Cosmetics that thing you used to love or has your love worn out? What do you think? Express it in the comments and chat with us!
Until next time, keep glowing and remember: in beauty, as in life, the only constant is change!
XOXO, Mandy
