Kylie Cosmetics is one of the many popular celebrity makeup brands to have recently rebranded as cruelty-free and vegan. But even after the announcement, many are still skeptical. How ethical is Kylie Cosmetics, really? And is the brand sustainable?
The brand was founded by “Keeping Up with the Kardashians” star Kylie Jenner, where she still holds a representative role. The company was since acquired by the large cosmetics company Coty. Given this course of events, those questions are more than justified. Let’s take a look at what Kylie Cosmetics has to say.
Is Kylie Cosmetics eco-friendly?
It’s unclear how sustainable or eco-friendly Jenner’s Kylie Cosmetics is. The company’s website doesn’t have a single page dedicated to sustainability. Meanwhile, most analyses dedicated to Kylie Cosmetics focus on its cruelty-free commitments and rarely touch on other forms of sustainability.
This is sadly the case for a large part of the beauty industry, especially celebrity brands like Kylie Cosmetics. While some other brands are more open about the origin of their cosmetic products, most tend to bypass the question entirely. What we can do instead is look at the products of the brand’s owner, Coty.
How sustainable is Coty?
Coty, one of the largest beauty companies in the world, appears to care more about transparency than Kylie Cosmetics. Sustainability is one of the five main sections on Coty’s website, while the Kylie Cosmetics website doesn’t even mention it.
Through a sustainability framework named “Beauty That Lasts,” Coty aims to reduce 50% of Scope 1 and 2 emissions but only 28% of Scope 3 by 2030. Scope 3 emissions cover almost the entirety of the production line, which is often the most polluting part.
It also aims to increase its annual sourcing of renewable electricity to 100%, reduce energy consumption by 20% compared to 2019, send zero waste to landfills, and recycle 80% of waste generated. The company plans to reach all those objectives by 2030, and says it has already achieved equitable pay and gender balance in leadership.
Is Kylie Cosmetics vegan or cruelty-free?
Kylie Cosmetics uses only vegan ingredients and avoids animal testing and other forms of animal abuse in the creation of its products. This goes for the brand’s makeup line, as well as its skincare and baby oil divisions.
The Kylie Cosmetics brand announced its shift towards cruelty-free and vegan products through a series of social media posts by founder Kylie Jenner.
my new clean and vegan @kyliecosmetics products are officially available at @ultabeauty stores across the country and online today! 🤍 pic.twitter.com/k1bGSpNBgy
— Kylie Jenner (@KylieJenner) August 1, 2021
It’s important to remember that cruelty-free and vegan don’t always come together. Cosmetics might be made of vegan materials but rely on animal testing. Or they might use animal products or ingredients, like beeswax or animal fat, but otherwise be cruelty-free.
In 2021, the brand updated the information available on its website to reflect its new commitment. According to the brand, its products are not tested on animals and never use ingredients derived from animals. However, the company is not certified by any cruelty-free or vegan association.
This is reflective of a larger problem with transparency. Just like with environmental sustainability, consumers have to trust Kylie Cosmetics that its commitment is honest.
This story was originally published by impakter.com, Diana Croce
Cover photo credit pexels.com By Alex Kinkate
