Kylie Cosmetics, one of the fastest-growing global beauty brands founded by celebrity Kylie Jenner, is celebrating its first anniversary in India with a retail expansion strategy. Launched in India by House of Beauty, the brand has seen strong consumer demand and market traction.
As part of its next growth phase, the brand plans to introduce 50–60 new SKUs, in lips, face, fragrance, and new skincare formats. This includes the highly anticipated launch of Cosmic 2.0-the second edition of Kylie’s signature fragrance.
In 2015 Kylie Cosmetics brought a revolution globally, with a single shout-out from Kylie Jenner promoting her original Lip Kits on social media, an activation that resulted in the products selling out within minutes and crashing the brand’s website. This moment underscored the power of social media and e-commerce as transformative drivers of beauty brand success.
Since its launch in India, Kylie Cosmetics has gained strong traction in the premium beauty segment. The brand has rapidly expanded its footprint across:
- 29 Sephora stores
- Established a solid presence in key Tier 1 cities including Delhi, Mumbai, and Chandigarh.
- Recorded a 2X growth in average monthly sales during the festive quarter
- 75% increase in store footfalls during high-traffic shopping periods, such as Diwali and the holiday season.
Strengthening its portfolio further, the brand has successfully entered adjacent categories with the launch of Kylie Jenner’s debut fragrance ‘Cosmic’ and Kylie Skin Lip Oils – deepening its product offerings.
Vikram Vijay Kant, Chief Business Officer at House Of Beauty says, “2024 has been pivotal for Kylie Cosmetics in India. We’ve seen doubling our store averages and an overwhelming responses during high-traffic seasons. We are additionally planning to expand our e-commerce presence to scale our reach and visibility in 2025 and introducing 50–60 new SKUs, in lips, face and, fragrance.”
Rizwan Mulla, Business Development Director, COTY India adds, “India is more than just a growth market for Coty, It’s a frontier for brand-building. In Kylie Cosmetics’ first year, we’ve seen unprecedented consumer affinity, with rapid sales acceleration and strong traction in the market. For Coty, this is a clear signal to deepen our presence, not just broaden it. Our next steps involve expanding into additional channels to meet rising consumer demand and leveraging the omnichannel networks of major retail partners. This is only the beginning of a much larger vision we have for Kylie Cosmetics in India.”
While lipsticks remain Kylie’s bestselling category in India, the Eyes and Face segments have shown remarkable growth, with revenue from face products tripling in Q4 2024 post new blush and highlighter launches.
As Kylie Cosmetics celebrates its first anniversary in India, the brand is also set to deepen its focus on personalisation and community-driven beauty, ensuring it stays closely aligned with the evolving preferences of the Indian consumer.
