‘Global powerhouse brand’ goals: Coty expands Kylie Skin into Europe

Coty acquired a controlling 51% of Kylie Cosmetics and Kylie Skin, both founded by Kylie Jenner, back in late 2019 for $600m, defining the move a ‘partnership’ in which Coty pledged to expand the Kylie brands globally. The deal saw Coty take overall responsibility for portfolio development, R&D, manufacturing, distribution and commercial strategies for the brands, whilst Kylie Jenner and her team maintained control over communications and everything creative.

In January, this year, Christoph Honnefelder was appointed CEO of Kylie Cosmetics and Kylie Skin​. Honnefelder previously worked as European vice president for assortment and purchasing at German retail major Douglas – where Kylie Skin was now expanding into across Europe.

Europe expansion across 25 countries​

The expansion into the European retail major will see Kylie Skin stocked in more than 2,000 stores across 25 different countries and available for purchase on the Douglas website. Kylie Skin was launching six products across Douglas channels: its foaming face wash, walnut face scrub, face moisturiser, eye cream, vanilla milk toner and vitamin C serum.

Simona Cattaneo, president of luxury brands at Coty, said the move marked the start of building “a strong foundation”​ that supported Coty’s strategic partnership with Kylie Jenner.

“The launch of Kylie Skin in Europe is a next step as we accelerate the integration and build Kylie Jenner’s beauty businesses into a global powerhouse brand,”​ Cattaneo said.

Coty ‘resetting’ – going after Gen Z and millennials​

Kayla Villena, senior analyst for beauty and fashion at Euromonitor International, previously told sister site CosmeticsDesign​ the majority stake acquisition in Kyle Jenner’s beauty businesses was about Coty “resetting”​ its portfolio and “looking at areas that have high growth and high-growth potential”.​

“…Courting Kylie, I think, makes sense from a strategy standpoint because she has such a strong base among Gen Z and millennial consumer. And it’s no surprise they’re looking at this category more closely, given the success of her brand,” ​Villena said.