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New range offers core products that are vegan and dermatologist-tested.
September 30, 2021
By: Christine Esposito
Editor-in-Chief
Kylie Baby, a new brand of clean products for babies and kids from Kylie Jernner, will be available exclusively on the brand’s direct-to-consumer website. Kylie Baby is the first new brand and category launch for Kylie Jenner and Coty. The Kylie Beauty lineup underwent a relaunch this summer. “I am excited to introduce, Kylie Baby. “This is something I have been working on for more than three years and it’s been so hard to keep this a secret. I'm so happy it's finally here,” said Jenner. “When my daughter was born, I was working on developing Kylie Skin and I started to research baby skincare and haircare products and ingredients because I wanted to make sure I was putting gentle, clean, safe products on her skin and hair that followed the core principles of my Kylie Skin…vegan, cruelty free, gluten free, paraben free, sulfate free, etc. Kylie Baby was my way of creating products that I could develop from the ground up to be exactly what I wanted for my babies, so that you can have our tried and tested formula favorites for yours,” she said in a statement. “We very much look forward to launching Kylie Baby, a brand-new category for us and one that is so special to Kylie,” said Kylie Jenner Brands CEO Andrew Stanleick. “The product range of Kylie Baby was truly a work of love.” All Kylie Baby products consist of naturally derived ingredients and botanicals and are formulated to be clean, vegan, cruelty free, gluten free, fragrance free, tear free, hypoallergenic, pediatrician and dermatologist tested. The launch of Kylie Baby includes four skincare and haircare bath essentials—shampoo, conditioner, bubble bath and moisturizing lotion—plus accessories and a gift set. During a 28-day consumer test, 100% of parents agree that their baby’s hair looks healthy after using Kylie Baby Gentle Shampoo and 97% agree it works well for naturally textured/curly hair. In addition, 97% of parents agree that their baby’s hair is nourished and easier to manage after using Kylie Baby Gentle Conditioner. From self-assessment during a 28-day clinical test under dermatologist control on 31 consumers with sensitive skin , 93% agree the Bubble Bath is mild and gentle and 90% agree it leaves the skin soft. Further, 100% agree the Moisturizing Lotion is suitable for sensitive skin and 93% agree it hydrates the skin.
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