Kylie Cosmetics by Kylie Jenner Rebrand

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. The brand's mission was personal: she built the brand from her childhood insecurities about her lips and wanted her customers to feel beautiful. Kylie’s influence was in high demand: she sold out of her first product, the “Lip Kit”, within hours of launch. The brand was anchored in a DTC business setup for its first five years, with a US-only market.

Kate, founder of Doheny Atelier, led the entire portfolio refresh for Kylie Cosmetics’ debut at Coty, working closely with the brand’s founder, Kylie Jenner. As the influential brand has significantly grown, so has its founder. Kate created a new product collection to match Kylie’s newly elevated confidence and style, formed in Kylie’s visionary, of-the-moment approach. The launch also marked the brand's entry into the global economy and brick-and-mortar space. The visual language was framed in a recognizable, immediately expandable framework. The use of pink, the reliance on one uniform block logo syle, and silver touches throughout made it easily adaptable to launch displays, OOH activations, and even Kylie’s signature vending machine.