Global beauty group, Coty which has controlled Kylie Skin since last November, is launching direct-to-consumer flagship websites for the skincare label in key markets of the UK, France, Germany and Australia.
Kylie Skin, the reality star-founded brand, was previously only available to consumers in the US and select European countries via German beauty chain Douglas.
Earlier this year, Coty first tapped into the European market with the brand in a deal with Douglas. Although the deal covered more than 2,000 entry points in 25 countries, it only took in a limited number of products.
The company said: “As one of the fastest-growing and most-engaged beauty brands on social media, global accessibility is key to our brand mission.”
Launching brand websites will allow the skincare brand to debut a wider offer to consumers in a selection of key e-commerce markets for the first time. The plan is to expand gradually.
The European websites’ initial products range includes the Coconut Body Scrub and Lotion, Vanilla Milk Toner, Kylie Skin Travel Bag, Walnut Face Scrub, Hydrating Face Mask, Eye Cream, Vitamin C Serum, Foaming Face Wash and Face Moisturizer.
The online range available in Australia will include the Face Moisturiser, Vanilla Milk Toner, Foaming Face Wash, Coconut Body Scrub, Walnut Face Scrub, Hydrating Face Mask, Vitamin C Serum and Eye Cream.
Coty said that expanding Kylie Skin’s existing retailer partnerships and the direct-to-consumer websites will enable consumers to shop for the products in local languages and currencies, whilst avoiding additional customs fees and duties.
The newly launched D2C network also will also allow for faster delivery of products to consumers.
The news follows the first public announcement from Sue Y Nabi, Coty’s new CEO, in September, detailing how the conglomerate will focus on D2C and global expansion.
President of luxury brands at Coty, Simona Cattaneo said: “The launch of the Kylie Skin international websites also reinforces Coty’s strategic commitment to strengthening the direct-to-consumer business model.”
Kylie Jenner, who sold 51% of her business to Coty in November 2019, added: “I always wanted to bring my skin care line to more consumers around the world and this will allow for an easier shopping experience and faster delivery.”
“I’m looking forward to engaging with more customers in the UK, France, Germany and Australia to hear what their favourite products are and how they incorporate them into their routines.”
Kylie Skin has grown largely through social media as Kylie Jenner has over 300 million followers across her personal and brand social media channels which has been key for driving brand growth since its launch in May 2019.
Meanwhile, Coty has recently been injecting cash into trending brands, including those of Kim Kardashian, after years of slowing sales and rising debt as it struggled to integrate the brands acquired from Procter & Gamble in 2016.