A History of Change: From Non-Vegan to Plant-Based
When Kylie Jenner first launched Kylie Cosmetics in 2015, the products were not entirely vegan. Early items, like some of her popular Kylighter highlighters, contained animal-derived ingredients such as carmine, a red pigment made from crushed insects. The brand was initially cruelty-free, meaning products were not tested on animals, but this is a different standard than being vegan.
In July 2021, Kylie Cosmetics underwent a significant rebrand and relaunch. Jenner announced that the entire makeup line was being reformulated to be fully vegan and 'clean'. This move marked a major shift for the brand and aligned it with the rising consumer demand for vegan beauty products. The new formulas omit animal-derived ingredients, providing a clear path for vegan shoppers.
The Vegan and Cruelty-Free Standard Across Kylie's Brands
Following the 2021 relaunch, all of Kylie Jenner's namesake brands now claim to be both vegan and cruelty-free. This commitment extends beyond just the cosmetics line and includes:
- Kylie Cosmetics: Relaunched as fully vegan and cruelty-free.
- Kylie Skin: The skincare line is also vegan and cruelty-free.
- Kylie Baby: The baby care line was launched with vegan and cruelty-free formulas.
Understanding 'Vegan' vs. 'Cruelty-Free'
It's important for consumers to recognize the distinction between these two terms, as they are not interchangeable:
- Vegan: A product that is vegan does not contain any ingredients derived from animals or animal by-products, such as beeswax, carmine, or collagen.
- Cruelty-Free: A product that is cruelty-free is not tested on animals during any stage of its development or production.
A brand can be cruelty-free without being vegan if it uses animal-derived ingredients that were not tested on animals. However, Kylie's brands now claim to be both. This is a crucial clarification for anyone concerned with animal welfare.
The Coty Acquisition and Ethical Ambiguity
In 2019, beauty conglomerate Coty acquired a 51% stake in Kylie Cosmetics, adding a layer of complexity to the brand's ethical standing. While Kylie Jenner's brand officially states its own products are vegan and cruelty-free, Coty's broader policy raises questions.
Some ethical consumer guides and activists point out that Coty, as a multinational parent company, has different animal testing policies for its various brands, with some testing on animals where required by law, such as for products sold in certain international markets. This means that while Kylie's specific products are not tested on animals, consumers purchasing from the brand are indirectly supporting a parent company that has different practices.
For some consumers, this distinction matters, and they may prefer to support brands that are not only vegan and cruelty-free themselves but also independent of larger corporations with less stringent policies. For others, the direct vegan and cruelty-free status of the product they are buying is the primary factor. Understanding this corporate ownership is key to making a fully informed purchasing decision.
A Comparison of Brand Ethics
| Feature | Before 2021 Relaunch | After 2021 Relaunch | Comparison with Coty | Comparison with Independent Vegan Brands |
|---|---|---|---|---|
| Vegan Status | Some products were not vegan (e.g., carmine) | Fully vegan | Coty's portfolio is mixed, not fully vegan | Dedicated brands are fully vegan from inception |
| Cruelty-Free Status | Remained cruelty-free | Remained cruelty-free | Some Coty subsidiaries test on animals where required by law | Guaranteed cruelty-free and often certified |
| Certifications | Not officially certified | Still not officially certified by third-parties like PETA | Some brands within Coty's portfolio may be certified | Usually features transparent third-party certifications like PETA or The Vegan Society |
| Ethical Ambiguity | Lower due to independence | Higher due to Coty ownership, as practices of parent company differ | Significant ethical concerns due to differing testing policies and locations | Generally lower, with consistent, transparent brand values |
What to Look For When Checking for Vegan Beauty Products
To be certain a product aligns with your values, follow these steps:
- Check for Third-Party Certification: Look for logos from reputable organizations like The Vegan Society, Certified Vegan, or PETA's 'Beauty without Bunnies' program. The presence of these symbols provides an extra layer of verification, though their absence doesn't necessarily mean a product isn't vegan.
- Read the Ingredient List: Become familiar with common animal-derived ingredients and scan labels carefully. Common culprits include beeswax, carmine, lanolin, and collagen.
- Research the Parent Company: Look beyond the brand name. As seen with Kylie Cosmetics, the parent company's policies may differ from the brand's. Checking corporate ownership is a key step for many conscious consumers.
- Consult Ethical Beauty Guides: Websites and resources like Ethical Elephant provide excellent, in-depth research on beauty brands and their stances on veganism and animal testing. For a full guide on checking a brand's credentials, you can refer to resources like Ethical Elephant.
- Look for Explicit Statements: While not as robust as certification, a brand's own explicit statement of its vegan and cruelty-free status on its website is a starting point, as seen with Kylie Cosmetics' FAQ page.
Conclusion: Navigating the Complexities of Vegan Beauty
Ultimately, the question of whether to support Kylie Jenner's brand is a personal one. The good news for vegan consumers is that her beauty products are now formulated without any animal-derived ingredients and are not tested on animals. However, the broader ethical consideration of supporting a brand majority-owned by a large corporation with a different record on animal testing is something that each shopper must weigh for themselves. This makes it a great example of the complex landscape of ethical consumerism, and why it's always important to do your own research.
