Kylie Cosmetics, the billion-dollar makeup company founded by celebrity model and businesswoman Kylie Jenner, relaunched Thursday with a new line of products made without 1,600 potentially harmful chemicals.
“I am so proud to relaunch Kylie Cosmetics with all the new clean and vegan formulas”, Jenner said.
Products will be available for purchase from July 15 through a new direct-to-consumer website.
âKylie Cosmetics (@kyliecosmetics) July 1, 2021
The brand’s shift to âclean beautyâ comes as young customers continue to push for products made without harmful ingredients. A recent study and the introduction of federal legislation have drawn public attention to a group of harmful chemicals found in everyday makeup products. The University of Notre Dame study found indicators of PFAS, a class of chemicals linked to cancer, in more than half of the products tested.
The American beauty company Coty, which acquired 51% from Kylie Cosmetics for $ 600 million in 2019, did not say whether or not PFAS chemicals are used in its relaunched products. On Twitter, Kylie Cosmetics said the new formulas would not contain animal oil, parabens or gluten.
“The new improved formula of matte liquid lipstick lasts long with an 8 hour wear life that won’t budge, while the new lip liner is waterproof and long lasting for up to 24 hours.” Coty said in a statement.
According to Notre-Dame’s study, cosmetics most likely to contain PFAS are water repellent mascara, liquid lipstick, and foundations described as âdurableâ.
âThis makes sense to us because some of these products tend to be marketed as waterproof,â Thomas Bruton, study author and senior scientist at the Green Science Policy Institute, Insider said. âThese are the type of properties for which it makes sense that PFAS could be used. “
The new Kylie Cosmetic line contains 37 lip kits, 30 glosses, 32 matte liquid lipsticks, 9 lip pencils and 4 blushes.
âKylie Cosmetics (@kyliecosmetics) June 28, 2021
âWe are thrilled to relaunch Kylie Cosmetics with a reformulated line that is truly on the cutting edge of everything Gen Z wants,â said Sue Y. Nabi, CEO of Coty.
Coty did not immediately respond to Insider’s request for comment.