Beauty mogul Kylie Jenner first inaugurated her makeup label Kylie Cosmetics in 2015, when euphoric fans and makeup enthusiasts wiped out the compact range of lip kits within just a few minutes. Over the years Kylie branched out into an extensive line of cosmetics and multiplied her customer base along the way. Six years later, reality repeats itself as the beauty brand relaunches its whole collection in accordance with opting for new “clean and vegan” formulas.

The flurry of suspense and speculations began in May, when Kylie Cosmetics went absolutely dark by erasing its archive of Instagram posts except for one mystifying picture of Kylie, which teased fans with the caption “something is coming.” Not long after, it was revealed that the brand is starting a new chapter by revamping its ingredients and packaging. Of late, there has been an industry-wide push towards developing beauty products with a focus on sustainable packing and eco-friendly ingredients which are uniformly good for the skin as well as for the environment. Given Kylie Cosmetics’ scale and reputation, this alteration was assumed to be in the neighbourhood.

The new formulas are said to be vegan, gluten-free, cruelty-free, and paraben-free, and exceed the standards required by the US, Canada, and the EU. Due to the same, Kylie Cosmetics products are now available on a global scale for the first time.

The lineup includes an array of lip products, eyeliners, blushes, highlighters, bronzing powders, brow tools, and various other accessories. The brand claims that the new and improved Lip Kits have staying power of up to eight hours. “8-hour wear is important to me because when I put on my lipstick I do not want to reapply for the whole night. You just want it to stay and last forever,” says Jenner.

To correspond with the relaunch, Kylie debuted a three-episode series on her Youtube channel where she exhibits her journey on how she built her awe-inspiring billion-dollar empire. Jenner teases in the last episode of the series that apart from her two sucessful namesake brands- Kylie Cosmetics and Kylie Skin, she is venturing into a more diverse range of projects, most eminent of which is Kylie Baby, in collaboration with her daughter Stormi Webster.