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20 Sep

Kylie Jenner’s Kylie Cosmetics Teams Up with Macy’s –

Macy’s Inc. is teaming up with Kylie Cosmetics.

The department store will launch a Kylie Cosmetics holiday collection in select doors and online on Oct. 1, followed by the rollout of the brand’s core range — lip kits, lipsticks and glosses — through winter 2022 and launch in its entirety in spring 2023.

The brand relaunched last 12 months after Coty Inc. took a majority stake in each Jenner’s cosmetics and skincare businesses for $600 million. At the moment it had partnered with Ulta Beauty and Nordstrom within the U.S., in addition to Douglas, Nocibé and Gold Apple in Germany, France and Russia, respectively.

“We’re excited to launch Kylie Cosmetics at Macy’s to permit more brand fans to buy and experience our products in-store across the country,” Jenner said in a press release. “The primary launch shall be the limited-edition holiday collection, and the complete line shall be available in spring 2023.”

For Macy’s, there are several advantages. It gives the department store entry to the celebrity beauty space, and the brand also plays into Macy’s growing emphasis on clean beauty.

“On the sweetness side, we’re hyper-focused on bringing personal style to our consumers,” said Nicolette Bosco, vp of beauty merchandising at Macy’s. “[Jenner’s] iconic brand and products are going to essentially bring our customer that sense of favor she’s on the lookout for… it’s the precise assortment our consumer’s on the lookout for in beauty.”

Products billed as “clean” have grow to be a greater focus for Macy’s. Bosco said Kylie Cosmetics ticked all of the boxes. Post-reformulating, the brand’s products are vegan, cruelty-free and boast a no-list of over 1,600 ingredients. “With the brand new formulas being clean, cruelty-free and vegan, that’s really essential for our consumer,” Bosco continued.

“Clean” brands aren’t the one way Macy’s has modernized its beauty assortment. It recently launched hair care, and continues to beat out competitors in fragrance.

“We’re the all-encompassing beauty destination, and we’re really focused on bringing that style source to our consumer base. We’ve got a extremely diverse base and we wish to make certain we provide her anything and every thing that she’s on the lookout for and the way in which she desires to shop,” Bosco said.

Macy’s can be taking over the brand just before sales swell for the vacations. “We all know have fun holidays at Macy’s. We actually bring the magic,” Bosco said. “Whenever you come into the shop, you’re going to see it and experience it. You get that very same feel and whimsy and animation online. That’s the massive focus, getting the 2 to be synergistic.”

The retailer may also be going greater on services, in addition to kicking off a recent beauty event, for the season.

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