Kylie Jenner is set to launch her own vegan baby line, Kylie Baby.
The beauty mogul announced the launch of the new baby care brand on Instagram. “I dreamt this up so long ago when I was pregnant with Stormi,” she explained.
The 24-year-old — who has one daughter, three-year-old Stormi, with Travis Scott and is now expecting her second child with the rapper — said being a new mother inspired the collection.
“I was a new mom buying products for my baby, learning about ingredients, and it can be scary. You want the best, safest products,” Jenner said. “I did all the testing possible to make sure that this was the safest. And I’m just really proud of it.”
In addition to being vegan and cruelty-free, the line is hypoallergenic. It’s free from gluten, fragrances, parabens, sulfates, and silicone.
Kylie Baby features shampoo, conditioner, bubble bath soap, and moisturizing lotion. It also includes accessories like cotton towels, travel cases, and a brush and comb set for newborns.
The new collection has the seal of approval from Stormi, too. “These are all Stormi-tested and approved,” Jenner said. “These are the only products we [have used] for the past maybe two years now, which is crazy.”
Kylie Jenner launches vegan baby line
Launching on the heels of her new swimwear brand, Kylie Swim, Kylie Baby is Jenner’s latest business venture. But it’s not her first foray into veganism.
In March, she told her then 223 million Instagram followers that she was “trying to not eat meat right now.” And four months later, she relaunched her makeup brand, Kylie Cosmetics, giving the line a complete vegan makeover. She initially launched the brand back in 2015, selling out in less than a minute.
“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,” she said at the time. “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!”
The new range features 37 lip kits, 30 high glosses, 32 matte liquid lipsticks, 9 lip liners, and 4 lip blushes.
Following the success of her makeup brand, Jenner launched Kylie Skin—a vegan, cruelty-free, and paraben-free skincare brand—in 2019.
Kylie Baby will launch on September 28.