Do Kylie Cosmetics products really live up to the hype?

The anticipation for Kylie Cosmetics‘ launch in SA was huge, and when it was finally announced that the brand would be joining the ARC family last year, makeup lovers rejoiced. Set to be one of the biggest and most significant beauty launches of the year, the arrival of Kylie Cosmetics had fans counting down the days to when they could finally get the products they’d been eyeing online into their hands.

Globally, the hype has been humungous. Kylie launched the brand in 2015 with the debut product, the Kylie Lip Kit. It sold out in less than one minute after the launch. Her website became one of the world’s most successful online cosmetic stores. In 2019, Fast Company named it one of “The World’s 50 Most Innovative Companies” for “authentically connecting with an entire generation.”

There’s no doubt that Kylie Jenner, along with her famous family, has a major influence. Anything she touches seemingly turns to gold, so it didn’t come as a surprise when Kylie Cosmetics achieved massive success.

The question on many people’s lips, however, is whether or not the products live up to the hype. Are they coveted simply because they carry Kylie’s famous name, or would they be revered for their quality and efficacy had they been sold under a different brand?

Our editor recently tested a few items to see how they stack up.

“Like everyone else, I’d seen plenty of content featuring Kylie Cosmetics long before the brand became available in SA. I must be honest in that I was slightly dubious about the brand. While the packaging was beautiful, I doubted whether the quality would justify the price and if the items would live up to expectations. After all, expectations were huge.

I didn’t try the range immediately, but I heard from fellow beauty enthusiasts that the products were of excellent quality, lovely to use, and as pretty in real life as they look on Instagram.

I was lucky enough to try a few products from the range – two mascaras, lip products and a highlighter, and the experience has been fantastic.

My favourite product I tested is the Kylighter Pressed Illuminating Powder in shade 060 Queen Drip, a gorgeous golden highlighter with just the right amount of shimmer. It has a lovely silky texture and lightweight formula that’s easily blended and buildable, giving the skin a beautiful multidimensional glow. I’ve been using it during the height of Cape Town’s summer, and it stays in place all day long.

The brand is probably most famous for its lip products, so I was really excited to try the best-selling Kylie Matte Liquid Lipstick & Lip Liner Kit. I’ve been wearing the shade 100 Posie K, which is a really pretty pink that would suit most skin tones.

What I love most about the lip pencil is how soft it is. I loathe having to rub a hard pencil against my lips – it’s one of my beauty pet peeves. This ultra-soft pencil glides effortlessly across the skin, leaving a high colour payoff line in its wake. The matching matte gloss is also highly pigmented with full coverage payoff and has a lovely smudge-resistant finish. I ate an ice cream about 30 minutes after applying this duo, and it was still perfectly in place afterwards!

Perhaps lesser-known but equally lovely is the Crème Lipstick. I tried shade 333, Not Sorry, a nude with a hint of pink. It has a satin sheen finish, and the texture is rich and creamy. It feels silky on the lips and glides beautifully, offering high colour payoff with just one swipe.

I must also add that all the lip colours have a really pleasant taste. This is important to me, as I cannot bring myself to wear a lip product with a chemical-like or bad taste; it is so off-putting.

Last but not least, are the mascaras: Kylash Volume Mascara and Wisp Lash Mascara. Kylash has a bigger, bulkier brush, which is great for building volume. It definitely makes my lashes look fuller and thicker; however, it takes quite a lot of building (i.e. several coats) to achieve the fullness I’m after.

Wisp Lash has a shorter, thinner brush, and I find this one great for creating length. As the name suggests, it gives lashes a wispy look. It’s not dramatic at all but great for a soft, romantic eye look. One thing I noticed about both mascaras is that neither of them clumps or creates that dreaded ‘spider leg’ look when you’ve applied too much product. Win!

I’m pleased about the range being cruelty-free and vegan, as well as boasting clean formulations. Overall, I enjoyed all the products I tried and was impressed with the quality. The colour payoff is fantastic; the products are easy to use, last long on the skin, and come in beautiful packaging. I’ll definitely keep an eye on the brand’s new launches and try out some more products.”
Anien, Editor

Shop Kylie Cosmetics at ARC.