As of the end of 2021, Kylie Jenner no longer majority-owns Kylie Cosmetics, having sold a majority stake to Coty in a deal closed in early 2022. While she stepped back from day-to-day creative control, she has maintained a minority stake and licensing arrangement tied to her name. This status clarification outlines the brand transition, the terms of the Coty partnership, and what that means for Jenner’s ongoing role and commercial influence.
Background on Kylie Cosmetics
Launched in 2015, Kylie Cosmetics built a beauty empire on bold colorways and direct-to-consumer storytelling, rapidly becoming a billion-dollar brand. Initially self-distributed through Kylie’s social platforms, the company pursued retail and category expansion. By late 2019, mounting valuation expectations and growth goals led Jenner’s camp to engage strategic buyers. In March 2020, Coty announced an agreement to acquire a 51% majority stake for $1.2 billion, with earn-outs potentially pushing total value to around $1.7 billion.
Key Deal Terms and Closing
The transaction completed in early 2022, with Coty holding a majority stake and Jenner retaining a minority interest. The move provided liquidity while keeping Jenner financially invested. Marketing shifted under Coty’s umbrella, though Jenner’s name and likeness remained central to the brand identity. Below are the verified deal attributes and public disclosures that frame the current ownership structure.
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Deal Announcement | March 5, 2020 | Company press release |
| Majority Sale Completion | February 2022 | Coty SEC filings and Kylie Cosmetics confirmations |
| Coty Stake | 51% (majority) | Coty 10-Q/annual reports |
| Jenner Minority Stake | Undisclosed; reported as minority interest | Public filings and trade reporting |
| Valuation Range at Close | Approximately $1.2B upfront; up to $1.7B with earn-outs | SEC documents and company statements |
| Jenner Name Licensing | Ongoing name and image license to the brand | Public statements from Jenner and Coty |
Operational Changes After the Sale
Coty assumed primary responsibility for distribution, supply chain, and marketing, while Jenner transitioned away from day-to-day creative direction. Despite reduced operational involvement, Jenner has remained a visible figure in campaigns and occasional product launches, leveraging her social influence to drive consumer awareness. The brand continues to sell through official channels, including site and major retailers, while aligning with Coty’s broader portfolio strategies.
What This Means for Jenner Today
Jenner is not the owner of Kylie Cosmetics in the controlling sense, but she remains a minority stakeholder and brand ambassador. This arrangement allows her to benefit from ongoing revenue streams tied to licensing and potential profit participation without directing operations. The structure illustrates a common exit strategy for founders pursuing liquidity while preserving commercial ties and equity upside.
Comparative Snapshot: Before vs. After Sale
| Metric | Pre-Sale (2019) | Post-Sale (2022–Present) |
|---|---|---|
| Control | Creative and operational control Coty majority control; Jenner minority and licensing||
| Equity Stake | Approximately 100% | Reported minority stake; exact percentage undisclosed |
| Distribution | Direct-to-consumer and select retail Coty-managed global retail and e-commerce||
| Revenue Model | Brand ownership profits Licensing fees and minority returns
Common Misconceptions
- Jenner still runs day-to-day marketing — Oversold; Coty manages most campaigns and creative execution.
- The brand is fully independent — False; Coty holds majority control and operational authority.
- Jenner receives no further income — Unlikely; she benefits from licensing and residual revenue as a minority holder.
Looking Ahead
Moving forward, Kylie Cosmetics will continue under Coty’s stewardship, with Jenner maintaining a commercial footprint through licensing. Beauty category evolution, retail performance, and potential renegotiations of licensing terms will shape her ongoing involvement. For stakeholders and observers, tracking Coty’s filings and brand performance metrics offers the clearest view of how Jenner’s footprint in the business is managed over time.