Kylie Cosmetics teases beauty overhaul by deleting all Instagram posts

Beauty brand of ‘Keeping Up With the Kardashians’ star sparks speculation after removing all but one social media post

Kylie Cosmetics has sparked a flurry of speculation among its fans after deleting all but one post from its Instagram account.

The beauty brand of the youngest Kardashian-Jenner clan shared a picture of the 23-year-old entrepreneur with the caption: ‘Something is coming’, igniting suspicion among its 25 million followers for a new make-up launch.

“I am beyond excited,” wrote one fan; while another hoped for a new beauty introduction: “Yes please be a new make-up launch”.

The brand’s website kyliecosmetics.com has also shut down its e-commerce platform to reveal a teaser landing page.

Kylie Skin, the sister brand to the lip kit favourite’s cosmetics arm, is running as normal.

Jenner, who founded the brand when she was just 18 years old, has kept silent about the potential overhaul of her cosmetics brand, of which she sold a majority stake to Coty in 2020 for US$600m, estimating the business to be worth $1.2bn.

However, it was the sale of her beauty business to the consumer goods conglomerate that forced Forbes to strip the beauty mogul of her billionaire status, after documents revealed the worth of Jenner’s business had been inflated.

Forbes is said to have been told that Kylie Cosmetics’ revenue was more than $360m in 2018, but financial documents showed the brand only achieved $125m in sales.

“Based on this new information – plus the impact of Covid-19 on beauty stocks and consumer spending – Forbes now thinks that Kylie Jenner, even after pocketing an estimated $340m after taxes from the sale, is not a billionaire,” wrote the publication.

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