THE WHAT? Kylie Skin parent company Coty has announced that the cult brand will expand across Europe, with the launch of direct-to-consumer flagship websites in the United Kingdom, France, Germany and Australia.

THE DETAILS The new websites will be in addition to current retail partnerships and will enable consumers to shop for products in their local currencies and languages, while avoiding additional fees and duties. Consumers will also benefit from faster delivery times. 

The D2C websites will offer select products from the Kylie Skin range at the time of launch, with the view to expand the offering. 

Kylie Jenner commented: “I’m so excited to launch KylieSkin.com in markets across the globe. I always wanted to bring my skincare line to more consumers around the world and this will allow for an easier shopping experience and faster delivery. I’m looking forward to engaging with more customers in the UK, France, Germany, and Australia, to hear what their favorite products are and how they incorporate them into their routines.”

THE WHY? Jenner has witnessed exponential growth of her Kylie Cosmetics and Kylie Skin brand, with Coty entering into a strategic partnership with the entrepreneur in November last year. 

Discussing the global expansion of the Kylie Skin brand, Cattaneo said, “The launch of the Kylie Skin international websites also reinforces Coty’s strategic commitment to strengthening the direct-to-consumer business model.”