Kylie Jenner is following in the footsteps of her older sisters and is building her own beauty empire.
Now that her Kylie LipKit has taken off, the 18-year-old has rebranded its website under the name Kylie Cosmetics.
As part of the expansion, Kylie has partnered with SinfulColors for a limited edition line of nail collections.
Kylie LipKit to Kylie Cosmetics, promising she’ll expand beyond her signature lips. She’s the face of Nip + Fab skin care. As part of New York Fashion Week, she and her sister on Monday launched Kendall + Kylie, a department store apparel line at a party attended by brother-in-law Kanye West and mother Kris Jenner.
“I love getting my nails done and nails in general,” Jenner told WWD, adding her “go-to style” right now is a natural, short nail. But that doesn’t preclude her from dabbling in colors. “Right now I really like the pinks,” she said, referring to the Miss Majesty and Miss Chief shades in her first SinfulColors collection, called King Kylie SinfulShine.
Jenner, who recently Snapchatted footage as she bottled her lipsticks at the production plant, said she was totally involved with the shade and name selection of the collections. “I wanted to do something innovative and accessible to my young fans,” she said of the mass market distribution. “The colors are great for all skin tones, too.”
The buzz surrounding the youngest Jenner isn’t wasted on SinfulColor’s executives and the nation’s retailers, who hope the momentum generated in lip will translate to nail when the first collection hits shelves in early March. “We are glad the next product with her name on it is SinfulColors,” said Rahul Mehrotra, the brand’s general manager. “We think that this collaboration will energize the nail category by driving Millennial traffic to the store.”
Industry sources estimate Jenner could add at least $15 million at retail to SinfulColor’s coffers.
The first release includes 20 jewel-tone shades of SinfulShines’s gel-like formula under the King Kylie logo — a persona she created and uses as her Instagram name. In-store displays will mirror the royalty theme. The colors retail for $2.99 — a dollar more than traditional SinfulColors. Two more limited-edition collections will roll out in April and then May.
Jenner is the first celebrity to work with SinfulColors. Retailers said other celebrity partnerships are in the pipeline as SinfulColors seeks to differentiate itself from the sea of nail enamels. The Jenner collection, in particular, is expected to move the needle with Millennials. “We didn’t want to just put a face on the product. We desired someone with the insight into the category and someone who is a big influencer with Millennials,” added Blake Decker, head of marketing for SinfulColors. “We decided to dream high; dream big.”
Get those coins, girl.