Kylie Jenner's booming $420-million makeup empire Kylie Cosmetics is upping its retail reach in anticipation of the upcoming holiday shopping season. On Thursday, Jenner announced that the brand would be partnering with Topshop for seven holiday pop-up shops around the country, via a short video clip on social media.
Until now, Kylie Cosmetics has been a purely direct-to-consumer brand, selling online via its own website. In December 2016, Jenner opened a pop-up Kylie Shop inside of the Westfield Topanga mall in a California suburb; in February 2017, she hosted a pop-up shop in New York City that sold the range, too. However, the company's partnership with Topshop will mark the first time it's been sold in a standard brick-and-mortar retail environment.
According to WWD, the stores that will be included in the partnership are located in Los Angeles, Atlanta, Houston, Las Vegas, Miami, Chicago and New York, and the brand's liquid lipsticks, eye-shadow palettes, blushes and highlighters will all be among the product offerings. In addition to selling existing Kylie Cosmetics favorites, Topshop will also be debuting two exclusive lip sets featuring eight new shades.
Kylie Cosmetics isn't the first Jenner brand to turn to Topshop as a retail partner: In 2015, Kylie and sister Kendall Jenner created a 15-piece festival-themed collection for the British megastore, and the pair has continued to roll out Topshop swimwear and lingerie lines in the years since.
"My brand is all about empowering young women, and giving them confidence through makeup, and I feel that Topshop shares that same mission," said Jenner in an interview with WWD that also notes she's been a longtime fan of the retailer. "My own pop-up shops have been so successful and I can’t wait to bring the Kylie Cosmetics Pop-up experience to more of my fans across the country."
Topshop has carried its own beauty line since 2010, though it's been relatively quiet about its cosmetics offerings in recent years, even as other mass clothing retailers like Urban Outfitters and Forever 21 lean further into the beauty business. This type of collaboration is no doubt a smart way for the retailer to get customers in the door and thinking about Topshop as a beauty destination.
The Kylie Cosmetics x Topshop pop-ups will launch on November 20.
UPDATE, Nov. 15, 12:00 p.m.: We officially have a look at the Topshop-exclusive products. On Wednesday, Kylie Cosmetics shared imagery of two sets of lipstick, one with four Mattes and the other with four Velvets. They will retail for $40 each.