Updated: 1 May 2025
Kylie Cosmetics is a brand founded in 2015 by Kylie Jenner, star of “Keeping Up with the Kardashians”, which quickly became one of the giants of the makeup industry. The company stands out for its claims of being vegan and cruelty-free (no animal testing), yet its sustainability claims invite scrutiny. So, is Kylie Cosmetics really an environmentally friendly brand? Let’s take a closer look.
Who Owns the Company?
Founded by Kylie Jenner in 2015, the brand quickly rose to fame and became a multimillion-dollar empire. However, in November 2019, a 51% stake in the company was sold to international cosmetics giant Coty Inc. Under this partnership, Coty took over operational management, while Jenner continued to be involved in the creative process.
Coty Inc. is known for its sustainability framework, called “Beauty That Lasts”. Although this framework has begun to shape Kylie Cosmetics’ sustainability efforts, the details are not yet clear.
Does Kylie Cosmetics Have Sustainability Policies?
Unfortunately, the official Kylie Cosmetics website contains no information about sustainability, and there has also been no notable post on its social media accounts within a year. Although the brand’s vegan and cruelty-free status is an important step, these labels are not enough to reduce environmental impact. The company also demonstrates a lack of transparency about its work in this area, as it has not published a sustainability report publicly. The company’s failure to provide details on critical sustainability issues such as packaging, its carbon footprint and its supply chain also creates a transparency gap.
Vegan and Cruelty-Free Policies
As mentioned, Kylie Cosmetics announced in 2021 that all of its products were vegan. Its formulas do not use ingredients or by-products derived from animals. It is also stated that the products are not tested on animals. However, the company does not share independent cruelty-free certifications to support these claims. This suggests that the company should be more transparent about its environmental impact.
Coty’s Sustainability Approach
Coty lists its own sustainability targets as follows:
• Reduce Scope 1 and Scope 2 carbon emissions by 50% by 2030.
• Increase the share of renewable energy sources used to 100%.
• Reach an 80% waste-recycling rate.
• As of 2024, ensure that 100% of all palm oil sources are RSPO-certified.
• Reduce the use of virgin plastic in packaging by 60% by 2030.
Coty shares its progress towards its targets by publishing sustainability reports publicly each year. Its 2024 sustainability report details concrete work in this area and future goals. However, these reports do not include Kylie Cosmetics’ specific efforts, making it difficult to form a clear picture of the brand.
Criticisms;
Although Kylie Cosmetics stands out as a cruelty-free and vegan brand, its lack of transparency is a major obstacle to becoming an environmentally friendly brand. It needs to share more information with the public on issues such as packaging, its supply chain and carbon footprint. As consumers, we now need to demand not only quality products but also ethical and sustainable options. Kylie Cosmetics needs to take further steps to respond to these demands.
Sources
Coty Inc. Sustainability Framework
Coty Sustainability Report FY24