Coty launches Kylie Jenner baby care brand available via DTC website

29 Sep 2021 --- Coty is introducing Kylie Jenner’s latest brand Kylie Baby exclusively available via the brand’s Direct-to-Consumer (DTC) website. Kylie Baby’s debut collection includes a shampoo, a conditioner, a bubble bath and a lotion.

Marketed as safe, gentle, clean, and conscious baby care products for infants and children, the products are also touted as hypoallergenic, tear-free, pediatrician-tested, dermatologist-tested and free of fragrances, parabens, silicones, sulfates and gluten.

“This is something I have been working on for more than three years. When my daughter was born, I was working on developing Kylie Skin and I started to research baby skincare and haircare products and ingredients,” says Kylie Jenner, the American reality TV personality.

“I wanted to make sure I was putting gentle, clean, safe products on her skin and hair that followed the core principles of my Kylie Skin; vegan, cruelty-free, gluten-free, paraben-free, and sulfate-free.” 

“Kylie Baby was my way of creating products that I could develop from the ground up to be exactly what I wanted for my babies, so that you can have our tried and tested formula favorites for yours.”

Kylie Baby’s debut collection includes a shampoo, a conditioner, a bubble bath and a lotion. (Image credit: Kylie Baby)Coty recently also entered a multi-channel agreement with Perfect Corp. enlisting the latter’s augmented reality (AR) and AI technology to boost personalization and improve consumers’ digital experience.

Expanding Kylie’s brands
Kylie Jenner originally embarked on her beauty business in 2015 with the launch of Kylie Lip Kits. She has since expanded her beauty empire across multiple categories, launching Kylie Skin in May 2019, and relaunching Kylie Cosmetics in July 2021. 

Kylie Baby is the first new brand and category launch for Kylie Jenner and Coty. All Kylie Baby products consist of safe and gentle formulas with carefully selected naturally derived ingredients and botanicals designed to “take extra care of sensitive skin and delicate hair.”

The launch of Kylie Baby includes four skincare and haircare bath essentials, three accessories and a gift set:

Kylie Baby Gentle Shampoo creates a tear free and sulfate free creamy lather to gently cleanse and soften delicate hair and sensitive scalp.

Kylie Baby Gentle Conditioner eases combing, enhances curls and helps detangle all hair types and textures, leaving your baby’s hair silky smooth.

Kylie Baby Bubble Bath fills the bathtub with tear free, baby-safe bubbles, while gently cleansing from head to toe.

Kylie Baby Moisturizing Lotion leaves the skin irresistibly soft and smooth with its silicone free, lightweight, gentle formula.

Testing the products
During a 28-day consumer test, 100% of parents agree that their baby’s hair looks healthy after using Kylie Baby Gentle Shampoo and 97% agree it works well for naturally textured/curly hair. 

Moreover, 97% of parents agree that their baby’s hair is nourished and easier to manage after using Kylie Baby Gentle Conditioner. 

Around 93% agree the Bubble Bath is mild and gentle and 90% agree it leaves the skin soft. All participants agree that the Moisturizing Lotion is suitable for sensitive skin and 93% agree it hydrates the skin.

The study includes parents’ self-assessment during a 28-day consumer test under pediatrician control on 33 babies and a self-assessment during a 28-day clinical test under dermatologist control on 31 consumers with sensitive skin.

Edited by Kristiana Lalou