Coty has acquired 51% of Kylie Cosmetics and Kylie Skin for $600 million, valuing the beauty brands at approximately $1.2 billion. In acquiring a majority stake, Coty aims to focus on expanding the brands globally and entering them into new categories.
Kylie Cosmetics Founder Kylie Jenner and her team will continue to lead all creative efforts related to product and communications initiatives at both brands. Coty will be responsible for the portfolio’s development, leveraging its capabilities in R&D, manufacturing, distribution, commercial and go-to-market expertise, as well as its understanding of the fragrances, cosmetics and skincare categories. Coty also will act as a licensee for skincare, fragrances and nail products.
Coty has made major beauty acquisitions before. The company agreed to buy Procter & Gamble’s beauty brands in October 2016 for $12.5 billion, integrating brands such as Max Factor, Clairol, Wella and CoverGirl.
But this time, particularly when taking Jenner’s social media presence into account, Coty is acquiring a business geared largely to Millennial and Gen Z consumers. Jenner has more than 270 million followers on social, many between the ages of 18 and 34, while Kylie Cosmetics has the second-highest number of followers of any beauty brand on social.
Jenner launched Kylie Cosmetics in November 2015 with the Kylie Lip Kit, which included a liquid lipstick and lip pencil that both immediately sold out upon release. The brand’s product line has grown significantly over the past year, especially after a partnership with Ulta Beauty brought Kylie Cosmetics items to its stores. Kylie Cosmetics generated an estimated $177 million in net revenues in the past 12 months, a 40% increase over 2018, while Jenner's Kylie Skin is on track to reach $25 million in sales in 2019, in part by bringing in more than 50% repeat purchases from skincare customers.
Coty expects Kylie Cosmetics brand to add to its overall revenue growth by greater than 1% over the next three years. The acquisition is expected to close in the company’s Q3, which takes place from January to March 2020.