“What we see coming out of that is the desire to put your best face on and invest again in makeup.” “All categories, but especially in the makeup category globally, have clearly suffered because of fewer occasions of use,” he said.

“As we look to relaunch, we know her fans are excited, and the brand has added 1 million followers since June,” Stanleick said.ĭespite the brand’s colossal engagement, Stanleick joined Kylie Cosmetics at a pivotal time for the brand, which he said has seen a “strong uplift in consumption” following the pandemic-induced headwinds in the makeup category. Jenner boasts 248 million followers on Instagram alone, and her post announcing the brand’s relaunch garnered just shy of 5.4 million likes. Reactions to the relaunch were a testament to engagement from Jenner’s robust social media following.

Stanleick didn’t comment on specific revenue projections for the brand, but said that “expectations are extremely high.” True to form, Jenner is reintroducing the line by hosting a live shopping event on the brand’s website minutes after the new website launches. There are many more markets where Kylie has a big following where we haven’t launched yet.” Kylie has a strong following globally in many key markets, and we’ve already launched Australia, where we have a strong business. “We’ve seen that in preparation for the relaunch and a lot of the partnerships that Kylie herself has been doing with retail partners. European markets, he added, are just the beginning.

Stanleick said that bringing an omnichannel approach to key international markets was the next phase for his strategic vision for the brands.

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