Kylie Jenner on How She Was Harassed When She Couldn't Meet Demand for Her Viral Kylie Cosmetics Lip Kits

When Kylie Jenner launched Kylie Cosmetics in 2015, the Lip Kits quickly became a viral sensation. But behind the sold-out drops and massive demand, the reality was far more stressful. Jenner later revealed the pressure she felt as fans flooded social media when they couldn't get the products.

Kylie Jenner has enjoyed tremendous success since launching her beauty brand, Kylie Cosmetics. When she first introduced the company in 2015, the product line was much simpler than it is today.

At the time, the brand consisted only of her now-famous Lip Kits. Each kit included a lip liner and a liquid lipstick designed to complement one another.

The products immediately gained attention online. Within seconds of each release, the Lip Kits would sell out, turning them into one of the most talked-about beauty launches on social media.

But while the rapid sales may have appeared exciting from the outside, Jenner later revealed that the early days of the brand were not as enjoyable for her as people might assume.

The Stress Behind the Demand

Despite the overwhelming popularity of the Lip Kits, Jenner admitted that the demand created significant pressure. "I was so stressed out that everyone would harass me on Twitter at the time because they couldn't get a lip kit," she revealed.

For Jenner, the criticism and frustration from fans were difficult to manage. She wanted people to enjoy the products she created, but the demand quickly exceeded what the company could initially supply.

“I couldn’t handle it because I really wanted to just make everyone happy," she added. Each time a new batch launched, the same pattern repeated. Products would disappear almost instantly, leaving many customers unable to purchase them.

Through the shop's analytics system, Jenner could see just how many people were waiting for the drops. Hundreds of thousands of shoppers were ready to buy as soon as the products became available.

Taking a Major Financial Risk

Before Kylie Cosmetics became a global beauty brand, Jenner had to take a major personal risk to get the company started. She admitted that she used half of her bank balance, which totaled $250,000, to fund the initial launch.

Her mother, Kris Jenner, even warned her about the possibility that the products might not sell. According to Jenner, Kris told her she could end up with a garage full of unsold lip kits if the brand failed.

Still, Jenner never doubted the idea. "It wasn't even a thought that it wasn't going to work out," she said. Her confidence ultimately proved to be well placed as the Lip Kits continued to sell out and build momentum for the brand.

A Brand That Continues to Grow

It has now been 10 years since Kylie Cosmetics first launched. During that time, the company has expanded far beyond its original Lip Kits. The brand now offers a wide range of makeup products and has also moved into fragrance and skincare.

In 2019, Coty Inc. purchased a 51 percent stake in the company. Following the deal, the brand underwent a rebrand that introduced new packaging and formulas designed to meet clean and vegan standards.

"I would love for this to be a legacy brand, and I’m working hard every day to set up that future," she said. She also shared that her daughter Stormi, who is almost eight years old, already enjoys experimenting with makeup. Stormi, Jenner said, "loves to play with makeup."

From the first Lip Kits to a major beauty brand, Kylie Cosmetics has grown far beyond its initial launch. While the early days came with intense pressure and criticism, Jenner's gamble ultimately paid off. The overwhelming demand that once caused stress also helped establish the brand as a major force in the beauty industry.

Ten years later, Kylie Jenner continues working toward her goal of building a lasting legacy for the company she started with her own savings.