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The rebrand launched in 2021 resulted in a powerful launch with dramatic sell-through. Its success contributed to, per Coty CEO Sue Nabi, “solidifying Coty as a key player in prestige cosmetics” and making Coty the #2 player in clean cosmetics according to U.S. Nielsen.

Launched in 2015, Kylie Cosmetics became an instant staple for makeup lovers. As it has grown, so has Kylie, so her new product collection needed to reflect her adapted taste and style. 

Lip Liner   +

High Gloss   +

Lip Blush   +

Blush and Bronzer   +

Kylighter   +

Liquid Kyliner   +

Gel Eyeliner   +

Kybrow Gel   +

Kybrow Kit   +

Kybrow Pomade   +

Lip Kit   +

DESIGN KYLIE's ENTIRE PRODUCT PORTFOLIO FOR HER COTY DEBUT

Click + for visuals

Loose Setting Powder  +

Stickers and Icons   +

Lip Drip Logo  +

Liquid Lipstick   +

Kybrow Highlighter   +

Kybrow Pencil   +

Deliverables

Click for some fun packaging reviews

A REBRAND FOR A REAL BEAUTY ICON

Task

Kate independently designed the full Kylie Cosmetics core packaging relaunch. She updated the iconic lip drip logo, designed collateral, icon and sticker design, component decision making, and even prepared production ready mechanicals. Kate worked closely with all teams, Kylie's HQ in LA, NYC production, Paris marketing, supply chain, and manufacturers, to ensure the product matched color and quality prior to entering the global market.

Kate DOHENY designed the Kylie Cosmetics rebrand alongside Kylie Jenner.

Highlights from the rebrand launch (July 15, 2021) below 

Images are not owned by Kate.







Lip Kit

Lip Liner

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Once the box and primary were all set, the lip liner's colorization came naturally. Iconic pink, iconic bold block silver foil logo, with a color-matched endcap. With a matte effect overall." - Kate

Lip Kit (unit carton)

Liquid Lipstick

"After enhancing the iconic lip drip logo to a cleaner and fresher state, I designed the rest of the box. The iconic Kylie pink runs through the rebrand, so it was the perfect backdrop. Side panels and drips on the logo are color matched to the product formula. The box is overall matte, and the secondary copy offers a deeper tone of the light pink.  The logo is embossed and gloss, grillz foil. The inside printing pattern with the lip drip logo on repeat is the finishing touch.

The liquid lipstick features elevated matte light pink drips that still reference the integrity of Kylie's previous line, but push the product look and feel to a more luxury space. To further stand apart from the crowd, I noticed that few brands place their logo on the cap (it also can be a technical issue). It ended up working out great, and the semi matte finish with gloss logo protects the consumer from wearing down the logo with their regular usage.

Kate designed both primary and secondary components for Kylie's Lip Kit.








Secondary carton inside printing

Liquid Lipstick (unit carton)

Liquid Lipstick

"Continuing to push the brand pink, this secondary backdrop is Kylie pink all over. On the top of the carton, the signature drips are embossed and finished with a gloss varnish for a luxe effect. The top panel has a color matched lip drip logo for consumers to easily find their shade. The Kylie logo is big, bold, and hot stamped silver foil. The secondary copy is a tonal deeper pink. Consumers will enjoy the surprise inside: signature lip drip pattern inside printing.

Elevated matte light pink drips that still reference the integrity of Kylie's previous line, but push the product look and feel to a more luxury space. I noticed that few brands place their logo on the cap (it also can be a technical issue). To further depart from the crowd, the cap logo ended up working out great, and the semi matte finish with gloss logo prevents the consumer from wearing down the logo with their regular usage." - Kate

Secondary carton inside printing

Liquid Lipstick

Kate designed both primary and secondary components for Kylie's Liquid Lipstick.








Images are not owned by Kate.







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Lip Liner (unit carton)

Lip Liner

"Brand pink strong, with Kylie pink all over. Color-matched drips form a 'label' that is printed on the box. The top panel has a color matched and embossed lip drip logo for consumers to easily find their shade. The Kylie logo is big, bold, and hot stamped silver foil. The secondary copy is a tonal deeper pink. Consumers will enjoy the surprise inside: signature lip drip pattern inside printing.

Iconic pink, iconic bold block silver foil logo, with a color-matched endcap. With a matte effect overall." - Kate

Secondary carton inside printing

Lip Liner

Kate designed both primary and secondary components for Kylie's Lip Liner.















Images are not owned by Kate.







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High Gloss (unit carton)

High Gloss

"Greg Swales is an iconic photographer. He photographed a lot for Kylie's campaigns, including the image used for this carton. I knocked out the Kylie logo from the image with lighter pink tones so it fit in well with the rest of the lineup. There was a need for some uniqueness in the world of pink for the rebrand, so this design really made an impact. 

More drips, but different. The Kylie by Kylie Jenner logo wraps around the base of the component, this time in the soft Kylie Jenner pink over a clear base component. The pink deco is all matte." - Kate

Secondary carton inside printing

High Gloss

Kate designed both primary and secondary components for Kylie's High Gloss.








Images are not owned by Kate.







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Lip Blush (unit carton)

Lip Blush

"Another welcome opportunity to have some more color in the world of pink arises...the lip blush secondary features a color matched matte background with the lip drip logo as a gloss varnish pattern on top. Set on top of this design is the hot stamped silver Kylie logo.

It was awesome to get to play with the finish of the base for this one. The frosted base felt like it mirrored the lip blush formula, which has a really beautiful soft kiss look on the lips. The matte pink cap connects to the rest of the lineup." - Kate

Secondary carton inside printing

Lip Blush

Kate designed both primary and secondary components for Kylie's Lip Blush.








Images are not owned by Kate.







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Blush and Bronzer (unit cartons)

Blush and Bronzer

"The Blush and Bronzer (Bronzer pictured above) secondaries are the same design, they follow the look and feel of the liquid lipstick, a pink matte background with embossed and glossy drips on the front and side panels. The hot stamped silver Kylie logo and a full color matched top panel complete the look. Complete with signature lip drip pattern inside printing.

The Blush and Bronzer (Bronzer pictured above) primaries feature a square matte pink component with silver foil logo. Customers are delighted to find a hidden surprise inside, the dust cover doubles as a design element featuring Kylie's signature drips. The mirror in the compact also has a 'Kylie' logo in matte pink for an added design surprise"" - Kate

Secondary carton inside printing

Blush and Bronzer

Kate designed both primary and secondary components for Kylie's Blush and her Bronzer.








Images are not owned by Kate.







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Kylighter (unit carton)

Kylighter

"The Kylighter secondary is the same as the Bronzer and Blush secondaries, a pink matte background with embossed and glossy drips on the front and side panels. The hot stamped silver Kylie logo and a full color matched top panel complete the look. Complete with signature lip drip pattern inside printing.

The Kylighter features a square matte pink component with silver foil logo, just like the bronzer and blush. A different surprise inside, the formula has a beautiful step and repeat Kylie logo pattern. The mirror in the compact also has a 'Kylie' logo in matte pink for an added design surprise." - Kate

Secondary carton inside printing

Kylighter

Kate designed both primary and secondary components for Kylie's highlighter Kylighter.

Images are not owned by Kate.







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Liquid Kyliner (unit carton)

Liquid Kyliner

"The Kyliner secondary, along with all eye category secondaries, introduces white to the product lineup. Kylie logo bold knocked out to white, with Kyliner hotstamped in silver on a matte pink backdrop.

The Kyliner primary's matte pink varnish is in line with the rest of the product line, finished with the beautiful shiny silver Kyliner logo." - Kate

Secondary carton inside printing

Liquid Kyliner

Kate designed both primary and secondary components for Kylie's liquid eyeliner Kyliner.















Images are not owned by Kate.







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Gel Eyeliner (unit carton)

Gel Eyeliner

"The Gel Eyeliner secondary, along with all eye category secondaries, introduces white to the product lineup. Kylie logo bold knocked out to white, with Kyliner hotstamped in silver on a matte pink backdrop.

The Gel Eyeliner primary's matte pink varnish is in line with the rest of the product line, finished with the beautiful shiny silver Kyliner logo and a color matched endcap." - Kate

Secondary carton inside printing

Gel Eyeliner

Kate designed both primary and secondary components for Kylie's Gel Eyeliner.








Images are not owned by Kate.







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Kybrow Gel (unit carton)

Kybrow Gel

"The Kybrow Gel secondary features the Kylie logo bold knocked out to white, with Kybrow hotstamped in silver on a matte pink backdrop.

The Kybrow Gel primary's matte pink varnish is in line with the rest of the product line, finished with the beautiful shiny silver Kybrow logo." - Kate

Secondary carton inside printing

Kybrow Gel

Kate designed both primary and secondary components for Kylie's Kybrow Gel.















Images are not owned by Kate.







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Kybrow Highlighter (unit carton)

Kybrow Highlighter

"The Kybrow Highlighter secondary features the Kylie logo bold knocked out to white, with Kybrow hotstamped in silver on a matte pink backdrop.

The Kybrow Highlighter primary's matte pink varnish is in line with the rest of the product line, finished with the beautiful shiny silver Kybrow logo." - Kate

Secondary carton inside printing

Kybrow Highlighter

Kate designed both primary and secondary components for Kylie's Kybrow Highlighter.








Images are not owned by Kate.







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Kybrow Pencil (unit carton)

Kybrow Pencil

"The Kybrow Pencil secondary features the Kylie logo bold knocked out to white, with Kybrow hotstamped in silver on a matte pink backdrop.

The Kybrow Pencil primary's matte pink varnish is in line with the rest of the product line, finished with the beautiful shiny silver Kybrow logo." - Kate

Secondary carton inside printing

Kybrow Pencil

Kate designed both primary and secondary components for Kylie's Kybrow Pencil.















Images are not owned by Kate.







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Kybrow Kit (unit carton)

"The Kybrow Kit secondary features photography of Kylie's iconic brows. The Kybrow lgoo is white opacity and gloss on matte overall with silver hotstamping bottom copy.

Kybrow Pencil

The Kybrow Pencil primary's matte pink varnish is in line with the rest of the product line, finished with the beautiful shiny silver Kybrow logo.

Kybrow Gel

The Kybrow Pencil primary's matte pink varnish is in line with the rest of the product line, finished with the beautiful shiny silver Kybrow logo." - Kate

Secondary carton inside printing

Kybrow Kit

Kate designed both primary and secondary components for Kylie's Kybrow Kit.








Images are not owned by Kate.







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Kybrow Pomade (unit carton)

"The Kybrow Pomade secondary features the Kylie logo bold knocked out to white, with Kybrow hotstamped in silver on a matte pink backdrop.

Kybrow Pomade

The Kybrow Pomade primary's matte pink varnish is in line with the rest of the product line, finished with the beautiful shiny silver Kybrow logo." - Kate

Secondary carton inside printing

Kybrow Pomade

Kate designed both primary and secondary components for Kylie's Kybrow Pomade.

Images are not owned by Kate.







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Loose Setting Powder (unit carton)

"The Loose Setting Powder secondary features the Kylie logo bold knocked out to white, with Kylie by Kylie Jenner and the product name hotstamped in silver on a matte pink backdrop. Inside printing included too, of course.

Loose Setting Powder

The Loose Setting Powder primary's matte pink varnish is in line with the rest of the product line, finished with the beautiful shiny silver Kybrow logo." - Kate

Secondary carton inside printing

Loose Setting Powder

Kate designed both primary and secondary components for Kylie's Loose Setting Powder.







Images are not owned by Kate.







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Stickers

"I illustrated some super fun stickers that act as an additional surprise for customers when they open their pink Kylie mailers. The stickers are matte overall with actual cold foil to further stylize the sheet. This was such a cute project to add to the rest of the rebrand. 

Icons

Kylie's new products took on sustainability and clean girl energy, so I made some icons that helped consumers recognize the products that fit their guidelines." - Kate

STICKERS AND ICONS

Kate designed stickers and icons as extra collateral for the rebrand.







Images are not owned by Kate.







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Credit
where
it's due

CONTACT PAGE

CREATIVE DIRECTOR, LUXURY STUDIO, COTY

JESSICA GERMANN

SENIOR MANAGER, GLOBAL INFLUENCER MARKETING

CORY KAMSON

MARKETING VP

RUTH SWEN

PRODUCTION ARTISTS

IAN CLIFFORD,
UTLEY's INC

PROTOTYPE/COMP SPECIALISTS

JILL ALOIA

KYLIE JENNER

Creative vision

KATE DOHENY

SENIOR PACKAGING DESIGNER

ELISE VAGNE

MARKETING PRODUCT MANAGeRS

MATTHEW CHAVEZ

PHOTOGRAPHERS

DOTHINGS NYC

CGI LIPKIT VIDEO

VIRGINIA UTLEY,
UTLEY's INC

MICHELLE MONIQUE

LAURA GONCALVES

MARINE VALLÉE

LISA MCDONOUGH

LUCY GRAHAM

SENIOR MANAGER, SOCIAL MEDIA AND MARKETING

NAOMI BERRIEN

SENIOR PRODUCT DEVELOPMENT MANAGEr

OLIVIER BIERRY

MELISSA MAK

KONI MANIS

CAMPAIGN ART DIRECTORS

MARK GORTON

LiP LOGO RETOUCHING

ROSE PILE,
NIGHTSHIFT

CCO KYLIE

MEGAN MILDREW

VP CREATIVE & DESIGN, COTy

JOSEPH SALAH

ORIGINAL 2015 LAUNCH ICONIC LIPKIT DESIGN 

Click the names below to learn more about the people who made this thing happen

THINK THIS IS MISSING SOMEONE? CONTACT KATE FOR CREDIT

GLOBAL & SENIOR DIGITAL CONTENT MANAGER

CEO KYLIE BEAUTY, COTY

ANDREW STAINLECK

CBO KYLIE

JEN COHAN

A LIP LINER REVIEW

SOME KYLIECOSMETICS.COM REVIEWS THAT MENTION PACKAGING :,)

A liquid lipstick review

A liquid lipstick review

A liquid lipstick review

A LIP KIT REVIEW

A LIP KIT REVIEW

A HIGH GLOSS REVIEW

A LIP LINER REVIEW

A BLUSH REVIEW

A HIGHLIGHTER REVIEW

A HIGH GLOSS REVIEW

A HIGH GLOSS REVIEW

A HIGH GLOSS REVIEW

A HIGH GLOSS REVIEW

Packaging Design
Influencer Boxes
Concept Creation
Concept Design
Hands-on design
Creative Direction
Design Direction
Production Design
Layout Design
Print Design
Mechanicals
Color approvals
Componentry
Cosmetics
Makeup
Fragrances
Illustration


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