(Updated July 15, 2021) | Kylie Cosmetics is getting a full vegan makeover.
Kylie Jenner took to Instagram in June to announce her makeup brand’s popular Lip Kits had a new, animal-free formula: “Meet the new Lip Kit. Smudge resistant, vegan, lightweight, 8 hour wear! Gave Kylie Cosmetics a little makeover,” she wrote.
Now, the 23-year-old has announced that the brand is going fully vegan. “I started my makeup line when I was just 17 and I felt it was time to elevate and join the VEGAN and CLEAN family,” wrote Jenner. “I’ve been working hard to create the newest innovative formulas for you guys and I’m sooo excited to share with you all soon!”
According to a post by Kylie Cosmetics, which officially relaunched on July 15, the new range includes 37 lip kits, 30 high glosses, 32 matte liquid lipsticks, 9 lip liners, and 4 lip blushes.
Kylie Cosmetics and Vegan Skincare
Jenner launched her lip kits under the Kylie Cosmetics brand in 2015, selling out in less than a minute. Although Kylie Skin, the reality television star’s skincare range, is 100 percent vegan and cruelty-free, the makeup brand was originally only cruelty-free.
However, back in May, the website went blank, with the words “Something is coming.” The brand’s Instagram featured a single photo of Jenner against a pink background, with the same caption. Ulta sold its products at a deep discount at the time. The brand was silent on social media up until last week.
The Kardashians: On Veganism and Sustainability
The youngest Jenner appears to be following in the footsteps of her older sister, Kim Kardashian, in terms of eating less meat. In March, she took to Instagram to tell her 223 million followers that she’s “trying to not eat meat right now.” Jenner made the comment in an Instagram Story post, which included a video of her plant-based dinner. Kardashian took to Instagram to say “plant-based does a body good” earlier this year.
Kardashian, who founded cruelty-free cosmetics line KKW Beauty, first ditched meat and dairy back in 2019. She’s also previously Tweeted that her kids don’t eat meat, with the exception of her daughter North, who consumes fish.
In May, Kourtney Kardashian—who is dating vegan musician Travis Barker—revealed she was also transitioning to a plant-based diet. She shared her plant-based food journal on her website, Poosh. “As you’ve probably noticed from Kourt’s Instagram, she’s gone (mostly, like 95%) vegan when it comes to her diet,” the blog entry states.
