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Is Kylie Cosmetics Cruelty-Free Now That They’re Owned By Coty?

by Suzana Rose

Mar 12, 2020

I've been getting asked if Kylie Cosmetics is still cruelty-free now that Coty owns the brand. If you're looking for a short answer: yes, they're still cruelty-free. If you want more details, keep reading.

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Does Coty Own Kylie Cosmetics?

Not fully, but they own a majority of it. Coty announced that it acquired 51% of Kylie Cosmetics, which means they have control of the company. From now on, Coty will be able to make decisions for Kylie Cosmetics. These decisions could also involve selling in China and maintaining their cruelty-free status.

Is Kylie Cosmetics Still Cruelty-Free?

Yes, but Kylie Cosmetics is now owned by a parent company that tests on animals.

If you avoid cruelty-free brands owned by a parent company that isn't cruelty-free, you can cross Kylie Cosmetics off your list.

For those of us who don't boycott these cruelty-free brands, I'll be keeping a close eye on the progression of the brand to make sure they remain cruelty-free.

Will Kylie Cosmetics Remain Cruelty-Free?

When cruelty-free brands get bought by big companies, there's always a possibility of the brand losing its cruelty-free status.

Typically, it would be a result of the brand expanding to mainland China. However, in this case, this is what Coty claims:

"Through the partnership each party will leverage its unique strengths to further build a high growth, digitally native beauty brand. "


Although it's not completely clear, this tells me that Coty might focus on e-commerce first and foremost, which is at the heart of Kylie's brand. Given this, and to maintain their cruelty-free status, they might strictly be selling in China via e-commerce.

What worries me is this part:

"In addition to its responsibilities within the partnership, Coty will act as a licensee for skincare, fragrances, and nail products."

If Coty creates a separate brand of Kylie fragrances, we will have a Marc Jacobs scenario, where Kylie Cosmetics will be cruelty-free and Kylie Fragrances will not. However, if Kylie Cosmetics will include a fragrance line, the situation won't be so black-and-white.

In Conclusion

All speculation aside, Kylie Cosmetics remains cruelty-free at this moment, and I'll be following the situation closely to see where Coty wants to take the brand. To receive updates, you can follow me on Instagram of Facebook.

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