Few beauty stories capture the power of social media as clearly as the rise of Kylie Jenner's cosmetics business. What began in November 2015 as a debut lip kit became Kylie Cosmetics, a brand that built a devoted audience online and then attracted one of the largest beauty companies in the world. In November 2019, that company, Coty, agreed to buy a majority stake in the business for 600 million dollars. Here’s how the brand grew, what the agreement contained, why the numbers mattered, and how the partnership was designed to carry the business into new global markets. The deal also marked a turning point in the influencer-led beauty industry, demonstrating how a strong digital following could translate into a valuable global consumer brand.
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