Kylie Cosmetics

Method

Kylie Jenner is a celebrity rather than a creator, but Kylie Cosmetics is the chain every creator beauty brand copied. Seed Beauty of Oxnard manufactures the first Lip Kits, which sell 15,000 units in under a minute on November 30, 2015 and crash the site, with a company of about twelve employees. Ulta carries the brand from November 2018 in over 1,100 stores, worth an estimated 54.5 million dollars in six weeks. Coty buys 51 percent in November 2019 for 600 million dollars, Coty filings then show trailing revenue of 177 million rather than the claimed 360 million, Seed Beauty sues over trade secrets in 2020, Coty relaunches the line in July 2021 and records 31.4 million in impairments in 2022. Jenner explores buying back Coty's stake in 2023 without a deal, and estimated 2024 revenue is about 339 million.

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The path: money and goods moving

• made bySeed BeautySeed Beauty manufactures Kylie Cosmetics from the November 2015 Lip Kit launch through the Coty deal.2015 to 2019
• stocked byUlta BeautyKylie Cosmetics launches in over 1,100 Ulta stores in November 2018.2018 to present
• acquired byCoty Inc.Coty buys 51 percent of Kylie Cosmetics for 600 million dollars in November 2019.2019
• backed byCoty Inc.Coty buys 51 percent of Kylie Cosmetics in November 2019 for 600 million dollars at a 1.2 billion dollar valuation.2019 to present

Influence

• influencedPrime HydrationThe Kylie Lip Kit chain of a fast manufacturer plus a social sellout is the template creator beverage and beauty brands cite; included as the map's model case. (partly verified)2022

Representation, events, tools

• runs onShopifyKylie Cosmetics runs on Shopify Plus, the storefront most creator owned brands on this map use. (partly verified)2015 to present