We’ve seen a ton of downfall videos on @KylieCosmetics transpire on social recently. And inspired by creator on TikTok, @beebetter’s video, as someone who has been in the beauty industry for almost 20 years, I wanted to offer my insight on this topic from a product and beauty industry specific lens. Kylie Cosmetics was a once indie beauty brand at their late 2015 launch, which had a partnership with a manufacturing facility called Seed beauty. They were actually a first of its kind partnership at the time, which allowed them a huge competitive advantage in speed to market. Kylie Cosmetics had many reasons to sell to a conglomerate like they eventually did with COTY. Growth likely being the biggest driver, and the the ability to unlock that on a larger scale when joining a larger company that can provide access to much bigger resources for manufacturing, distribution, marketing, etc. Ultimately, though it does allow the brand to scale up even more, it also comes with certain drawbacks. In this case, the major competitive advantage of a buzzy social brand is disarmed, the brand can no longer launch a new shade in weeks, based on demand. That type of infrastructure is really hard for a major conglomerate that is established to work with. I always wondered and asked the question silently to myself, if the number one competitive advantage is gone, is it even the same brand? I would argue that her relevancy COULD have been, and could even still shift, if Kylie Cosmetics became a first to market innovative beauty company, which they are not technically right now. I would love to hear any conversation around this from all of you! What are your thoughts on the subject? Let’s talk about it!

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WELCOME Beauty Queens! I'm so happy we found each other 💋
WE ARE ALEXIS & CHRISTINA!
✨Alexis is a beauty product development executive and beauty educator with about 20 years experience. Her goal is to help you make more informed, personalized decisions for yourself, your professional growth, or for your business.
✨ Christina is an award winning educator and doctor of education and technology. She's all about asking the right questions and is endlessly curious.

Together, we are The Lipstick Lesbians! Viral beauty educators sharing all things beauty deconstructed, and having fun. We are also married and in love, and share behind the scenes of our lives together.
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