Kylie Jenner on her brand's launch in India, her beauty philosophy and more
The wait is over!
It has been nearly 17 years since Keeping Up with the Kardashians premiered and the world was introduced to the Kardashian-Jenner clan. Who knew back then that they would go on to become one of the world’s most famous families? Since the premier though, all the sisters have forged (re: trailblazed) their own path. Whether you’ve religiously followed the reality show or have watched a few scattered episodes here and there, you can’t deny that they are the trendsetters of our world. And today, we are gathered here to celebrate the youngest sister and makeup mogul—Kylie Jenner.
When Jenner launched Kylie Cosmetics in 2015 it nearly broke the internet. Every beauty enthusiast in the world rushed to get their hands on her iconic lip kits—a pair of beautifully pigmented matte liquid lipstick and lip liner. Just FYI, these were out of stock within minutes of the launch. And since then, her brand has taken off at the speed of light. Today, Jenner is a 26-year-old billionaire who has built a beauty empire from the ground up.
Finally, Kylie Cosmetics is now available in India in partnership with House of Beauty. You don’t have to wait for a trip abroad to get your hands on the products. In conversation with Bazaar India, Jenner talked about this exciting launch, her beauty philosophy, her favourite viral trend and more!
Harper’s Bazaar (HB): We are thrilled Kylie Cosmetics is now available in India. Can you tell us why you made this decision now and who will be your target audience here?
Kylie Jenner (KJ): I created Kylie Cosmetics to give my fans access to the makeup products that I use and love. I’m excited to be able to share the brand with everyone in India. The country has one of the largest cosmetic markets worldwide, and I can’t wait for them to try my collection.
HB: What would you say is your beauty philosophy and how has that shaped the Kylie brand?
KJ: I have always loved makeup, and I think it’s really important to pursue something you love. I am extremely passionate about the products that we create and I always have a vision for them. I always ensure that every launch across Kylie Cosmetics is designed for a specific purpose, and is formulated with high-quality ingredients. My goal has always been to share my favourite products with consumers. Truly believing in your own business and products is such a key step in building a successful business.
HB: What are some of the most important beauty lessons you’ve picked up from your mother and sisters growing up?
KJ: I’ve always loved getting beauty advice from Kim—it’s so fun to get inspiration and tips from her since she’s the one who loves beauty as much as I do. But the one tip that I’ve appreciated and that has stuck with me, especially as I’ve gotten older, is to use eye cream. This is something Kim and Kourtney both told me and I wear it every day. I also make sure to always wear sunscreen. Khloé taught me to put it on my hands every day. She has the most youthful, soft hands.
HB: You are one of the most followed people on social media. But we know that it can sometimes be a toxic space. How do you shield yourself from all the negativity thrown at you online?
KJ: I try not to look at the negative comments but it can be hard. Over the years, I’ve come to the realisation that you can’t please everyone, so just be yourself and don’t change for anyone.
HB: What are some viral beauty trends you are loving right now?
KJ: I’ve been loving a pinky-blush look—I use my Pressed Blush Powder for a velvet-matte flush of colour. I love how easily it blends into the skin for a comfortable, long-lasting finish.
HB: Take us through your process of getting the shades and textures of your products right.
KJ: We usually rework our products multiple times until they're perfect and have everything I’m looking for in that specific product. For shades, we always want to make sure there is something for everyone. So, for our complexion products, we offer 40 shades that cover multiple undertones across five shade groups from fair to deep.
HB: Finding a skincare routine that works best for you is a long and ever-changing process. What are some of the errors you’ve made while trying to find a regime that suits your skin?
KJ: My skincare routine is an essential part of my day. Especially since prepping your skin is the key to making your makeup look great. However, one thing that I’ve gotten better at is being more religious about applying SPF—I never leave the house without applying sunscreen.
HB: Who are your biggest beauty muses?
KJ: I’ve always looked up to my mom and grandmother. They’ve inspired me in so many different ways and taught me so much. No matter what, they always look so fashionable and put together.
Feature image: Kylie Cosmetics
Also read: Huda Kattan on inclusivity and her favourite make-up trends and hacks
Also read: How lip gloss became a status symbol