Beauty mogul Kylie Jenner‘s new lip kits are launching soon, in an environmentally conscious way this time. The reality television star is reformulating her entire Kylie Cosmetics makeup brand to be fully vegan, taking to social media to announce the decision on June 27. Posting a promotional click of herself applying a new lip kit and writing in the caption that her “@kyliecosmetics website has been shut down for a little makeover,” she added that after starting her company at just 17, she “felt it was time to elevate.”
The 23-year-old entrepreneur received encouraging messages about the decision from her sisters in the comments, with Khloé Kardashian writing, “Proud of you,” and Kourtney Kardashian commenting, “Vegan and clean now you’re talking my language.”
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Previously available through retailers such as Ulta Beauty, the Kylie Cosmetics brand, first launched in 2016, is currently undergoing a full relaunch. In fact, the Kylie Cosmetics Instagram page got revamped recently, with all the old posts deleted up until May. Then, earlier this month, Jenner unveiled the first portion of the new vegan line, her new Lip Kit lip colors, to her 242 million followers on Instagram. “Meet the new Lip Kit: smudge resistant, vegan, lightweight, 8-hour wear,” she shared on Instagram, adding, “[I] gave Kylie Cosmetics a little makeover,” teasing that more was to come. Assuring fans the lip kits would be “all the shades you love, refreshed and reformulated,” she added the the gluten-free collection will have a “true-matte non-sticky finish.”
The new vegan Kylie Cosmetics brand will include 37 lip kits, 30 glosses, 32 matte liquid lipsticks, 15 waterproof gel eyeliners, nine lip liners, four lip blushes, among other items, and is slated for release soon. The brand has always been cruelty-free, which means it does not sell them in China, where animal-testing is mandatory for certain goods.