Kylie Cosmetics Relaunch Follows Latest Push for Clear Magnificence

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Kylie Cosmetics, the multi-billion dollar makeup company founded by celebrity model and businesswoman Kylie Jenner, launched a new line of products on Thursday made without 1,600 potentially harmful chemicals.

“I’m so proud to be relaunching Kylie Cosmetics with all of its new formulas that are clean and vegan,” said Jenner.

The products will be available from July 15th on a new direct-to-consumer website.

—Kylie Cosmetics (@kyliecosmetics) July 1, 2021

The brand shift to “clean beauty” is coming as younger consumers continue to push for products that are made without harmful ingredients. A recent study and the enactment of federal laws have drawn public attention to a group of harmful chemicals found in everyday makeup products. The University of Notre Dame study found indicators of PFAS, a class of cancer-causing chemicals, in over half of the products tested.

American beauty company Coty, which acquired 51% of Kylie Cosmetics for $ 600 million in 2019, has not said whether or not PFAS chemicals will be used in its relaunched products. On Twitter, Kylie Cosmetics said the new formulas contain no animal oil, parabens, or gluten.

“The new and improved formula of Matte Liquid Lipstick is long-lasting with an impact-resistant wear time of 8 hours, while the new lip liner is waterproof and lasts for up to 24 hours,” said Coty in a statement.

According to the Notre Dame study, the cosmetic products most likely to contain PFAS are waterproof mascara, liquid lipstick, and foundations described as “long-lasting”.

“That makes sense to us because some of these products tend to be marketed as waterproof,” Thomas Bruton, author of the study and senior researcher at the Green Science Policy Institute, told Insider. “These are the properties for which it makes sense to use PFAS.”

The new line from Kylie Cosmetic contains 37 lip kits, 30 high glosses, 32 matte liquid lipsticks, 9 lip liners and 4 lip blushes.

—Kylie Cosmetics (@kyliecosmetics) June 28, 2021

“We are excited about the relaunch of Kylie Cosmetics with a newly formulated line that is really at the forefront of everything Generation Z wants,” said Coty CEO Sue Y. Nabi.

Coty did not immediately respond to Insider’s request for comment.

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