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Kylie Cosmetics Kylash Volume Mascara

Founded in 2014 by Kylie Jenner, Kylie Cosmetics never offered a mascara until the brand's 2021 relaunch, when Doheny Atelier founder Kate Doheny created the cosmetic label's tactile and iconic debut mascara.

Client Kylie Cosmetics
Industry Beauty & Makeup
Awards Best Packaging Design DesignRush
Services Packaging Design
Product Design
Brand Design Systems
Product Strategy
Copywriting

About the Project

Kylie Cosmetics, the highly coveted celebrity-founded makeup brand, was founded in 2014 by influencer, mom, and among the top 10 most-followed people on Instagram, Kylie Jenner. Following the brand's 2021 relaunch—led by Doheny Atelier founder Kate Doheny—the aesthetic identity of the core collection was officially established.

Although Kylie Cosmetics held a strong position in the cosmetics industry before collaborating with Coty, a mascara product had never been part of their lineup. Doheny Atelier founder, Kate, utilized the enhanced Kylie block logo for this new, custom-tooled eye product, turning the brand's inaugural mascara into a tactile experience with an iconic vibe fit for the makeup brand's founder.

  • Creative VisionKylie Jenner
  • CEO, KylieAndrew Stanleick
  • CCO, KylieMegan Mildrew
  • CBO, KylieJen Cohan
  • VP CreativeJoseph Salah
  • Creative Director, LuxuryMelissa Mak
  • MarketingElise Vagne, Marine Vallee, Laura Goncalves
  • Product DevelopmentNaomi Berrien
  • SocialLucy Graham
  • PRJess Germann
Kylie Cosmetics Kylash Volume Mascara lineup
Kylie Jenner with the Kylash Volume Mascara
01 Kylash Volume Mascara — Full Size

As the first mascara for Kylie Jenner's beauty empire, Kylash stands out as one of the rare custom-tooled products within her lineup.
Developing it presented a distinct engineering challenge: ensuring the component's thread twisted perfectly so the letters "KY" and "LASH" aligned seamlessly upon closing.
Adding to its unique design, the KYLASH branding is deeply embossed directly onto the product's vial. The choice of a matte, soft pink color and texture, paired with a subtle accent of the brand's iconic silver, conveyed a deeper narrative: it reflected a collection that, much like Kylie herself, is in a state of constant evolution.

Kylie Cosmetics Kylash Volume Mascara full size — Kylie Cosmetics Kylie Cosmetics Kylash Volume Mascara full size — Kylie Cosmetics Kylie Cosmetics Kylash Volume Mascara branding detail — Kylie Cosmetics Kylie Cosmetics Kylash Volume Mascara shades — Kylie Cosmetics
02 Kylash Volume Mascara — Mini

Functional and fun-sized, the travel-ready Kylash mascara does not boast a custom-tooled component style like its full-sized predecessor; however, it maintains the gorgeous Kylie Cosmetics aesthetic with its signature pink, bold block silver logo, and matte finish.

Kylie Cosmetics Kylash Volume Mascara mini — Kylie Cosmetics

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