One hit wonder? Sales slump at Kylie Cosmetics

One hit wonder? Sales slump at Kylie Cosmetics

Kylie Jenner’s make-up brand is experiencing a slump in sales as returning customers dwindle, according to a report published by the New York Post.

The brand famed for its lip kits is said to have suffered a 14 percent drop in sales over the first half of the year (ended May), according to estimates compiled by Rakuten Intelligence, per The New York Post.

Rakuten Intelligence’s figures suggest that Kylie Jenner’s customers rarely buy from the brand twice, with 60 percent of those who bought via the brand’s website or on ulta.com between June 2016 and May 2019 failing to make a repeat purchase during that same time frame.

“The Kylie Jenner brand is very valuable, but consumer loyalty is a huge piece of a brand’s value,” Jaimee Minney, SVP at Rakuten Intelligence told the New York Post. “Her brand power brings people in, but the big question is whether it keeps people loyal.”

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