Do we like them?

Do we like Kylie Cosmetics?

Celebrity makeup and skincare brand founded by Kylie Jenner, 2015; majority-owned by Coty, based in the US.

Our score: 4 out of 10. Popular brand, but we found little on how it treats workers or the environment, and the Forbes revenue row hurts trust. We'd hold off backing it.

Kylie Jenner launched the brand in 2015, and it grew into a big celebrity beauty name. In November 2019 Coty, the owner of CoverGirl, announced it was buying 51% for $600 million, a valuation of about $1.2 billion.

Under the deal Jenner kept 49% and stayed in charge of creative direction, product development and marketing. Coty took on manufacturing, distribution and R&D. Coty's figures put net revenue at about $177M for the trailing twelve months.

The big drama came in May 2020. Forbes dropped Jenner from its billionaire list and said the family had inflated the business's success. Forbes said it was given a 2018 sales figure of $360 million, while a Coty presentation showed about $125 million. Forbes also said tax returns were likely forged. Jenner disputed this.

Our searches turned up nothing on regulator fines, workers or environmental practices, and the results mostly cover 2019 and 2020. That's why we land in the middle, leaning cautious: celebrity hype, an inflated-numbers row, and little evidence of real good.