Kylie Jenner, reality TV star-turned beauty mogul, has finally lifted the lid on her Kylie Baby beauty brand, inspired by daughter Stormi.
The 24-year-old initially teased her Kylie Baby launch on Instagram earlier this year, however, no further mention of the launch has been made by Jenner or her beauty brand owner Coty.
The new line is marketed as being ‘safe, gentle, clean and conscious’, and features four skin and hair products for little ones: Kylie Baby Gentle Shampoo, Gentle Conditioner, Bubble Bath and Moisturizing Lotion.
Kylie Baby will only be available via its DTC website in the US, UK, France and Germany.
“I am excited to introduce Kylie Baby,” said Jenner.
“This is something I have been working on for more than three years and it’s been hard to keep this a secret.
“I’m so happy it’s finally here. When my daughter was born, I was working on developing Kylie Skin and I started to research baby skin care and hair care products and ingredients because I wanted to make sure I was putting gentle, clean, safe products on her skin and hair that followed the core principles of Kylie Skin.”
She continued: “Kylie Baby was my way of creating products that I could develop from the ground up to be exactly what I wanted for my babies, so that you can have tried and tested formula favourites for yours.
“I am so proud of what I have created for Stormi and for all of you to use on your babies.
“I hope you love these products as much as we do.”
Jenner began her career in the cosmetics arena with her Kylie Cosmetic Lip Kit line, which grew into a multi-million dollar sensation.
In 2019, four years after launching her make-up range, Jenner branched into skin care with Kylie Skin.
Speaking about her latest venture, the Kylie Jenner brand CEO, Andrew Stanleick, added: “We very much look forward to launching Kylie Baby, a brand new category for us and one that is so special to Kylie.
“The product range of Kylie Baby was truly a work of love.
“It was particularly important for us to make the formulations ‘clean’ and vegan. As a result, they are gentle for babies and kids of all ages.”
This is not the first time Jenner has dedicated a cosmetics collection to her daughter.
Jenner kicked off 2020 with a Valentine’s Day collaboration with baby Stormi, featuring lilac packaging, adorned with butterflies and bold ‘STORMI’ lettering.
The youngest member of the Kardashian-Jenner clan has not had such raving reviews about her venture in the fashion industry.
Kylie Swim is a collection of swimwear items that hit the market last month, priced between US$45 and $85.
The product’s reviews, however, have been less than glowing.
Jessica Anderson, a swimwear owner herself, said that she was “totally disappointed” with the products.
“I’ve been behind the scenes of what it takes to produce swimwear, and the fact that no one caught this blows my mind,” said the TikTok influencer on Jenner’s new line.
“For me it comes down to lack of integrity as a business owner and an entrepreneur,” she added.
