Macy’s is expanding its beauty offering — and potentially attracting a younger demographic — through its partnership with Kylie Cosmetics.
The partnership starts this fall with the holiday collection, which the department store is positioning as “ideal gifts for friends, family and beauty lovers during the festive season.” Products include four Matte Liquid Lipsticks, a new Velvet Liquid LIpstick and four High Glosses in new shades, among other items. All products, the company said, are vegan, cruelty-free and gluten-free.
A July report by 1010data found that Macy’s, along with Target, saw the largest share gain of beauty merchants in e-commerce sales over the past year. Macy’s in particular is believed to be taking market share from Sephora and Nordstrom’s online channels, by showing growth with products like fragrance, sun care and hair appliances.
In another beauty move, Macy’s recently rolled out a new concept space with beauty company Clinique at the Herald Square store in New York City. The Clinique Lab concept offers facial scanning software to analyze skin and provide personalized skincare solutions. The Clinique Lab will launch at additional Macy’s locations over the next year.
Kylie Cosmetics was launched in 2015. By 2020 Coty acquired a majority stake in the business for $600 million, with Jenner controlling creative efforts and Coty overseeing the portfolio’s development including R&D, manufacturing and distribution. Jenner relaunched the brand in 2021 with a focus on clean and vegan products.
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