Macy’s partners with Kylie Cosmetics

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Diving brief:

  • Macy’s announced its partnership with Kylie Cosmetics on Tuesday, according to a press release from the company.
  • Macy’s will offer a limited-edition holiday collection including cosmetics, gift sets and ornaments that will be available online and in select stores on October 1.
  • A selection of core Kylie Cosmetics products will be available this winter, with the full lineup available in Spring 2023 online, on the Macy’s app and in select department stores.

Overview of the dive:

Macy’s is expanding its beauty offering — and potentially attracting a younger demographic — thanks to its partnership with Kylie Cosmetics.

The partnership kicks off this fall with the holiday collection, which the department store is positioning as “ideal gifts for friends, family and beauty lovers during the holiday season.” The products include four matte liquid lipsticks, a new Velvet liquid lipstick, and four High Glosses in new shades, among others. All products, the company said, are vegan, cruelty-free and gluten-free.

A July report from 1010data revealed that Macy’s, along with Target, saw the biggest share gain beauty merchants in e-commerce sales over the past year. Macy’s, in particular, is thought to be taking market share from the online channels of Sephora and Nordstrom, posting growth with products like fragrances, suncare and hair appliances.

In another beauty move, Macy’s recently rolled out a new concept space with beauty company Clinique in the Herald Square store in New York. The Clinique Lab concept offers facial scanning software to analyze the skin and provide personalized skin care solutions. The Clinique Lab will be launched at additional Macy’s locations over the next year.

Kylie Cosmetics was launched in 2015. By 2020 Coty acquired a majority stake in the company for $600 million, with Jenner controlling creative efforts and Coty overseeing portfolio development, including R&D, manufacturing and distribution. Jenner relaunched the brand in 2021 with a focus on clean, vegan products.

Donovan B. Sanford