Kylie Jenner Reportedly In Talks To Re-Buy 51% Stake In Cosmetics Brand She Sold To Coty

The two richest members of the Kardashian-Jenner clan are reportedly in talks to buy back the stakes of the successful makeup and skin care lines—Kylie Cosmetics and SKKN by Kim—they sold to Coty Inc. in 2020 for $600 million and $200 million, respectively, Bloomberg reported Thursday.

Disagreements over price, valuation and management of the brands since the sales were cited as the reason for the potential split of Coty and Kylie Cosmetics by two unnamed sources.

Kylie Jenner, the youngest member of the famous family, sold 51% of Kylie Cosmetics, the company she started in 2015 with the launch of Kylie Lip Kits, to beauty giant Coty in a controversial deal valued at $1.2 billion in 2020.

Eighteen months later, Coty re-launched Kylie Cosmetics with new formulas and a new website, and also put the cosmetics in brick and mortar stores for the first time—Coty this July said the brand grew by double-digit percentage in the previous quarter, per Bloomberg.

Kim Kardashian has been in talks to buy back Coty’s 20% stake in SKKN by Kim since July, the Wall Street Journal first reported, which she sold to the firm for $200 million in a deal that valued the business, previously known as KKW Holdings, at $1 billion.
Coty, one of the world’s largest beauty companies, was trading at $11.58 per share, up less than 1%, as of 10:40 a.m. Thursday—the company, which owns CoverGirl, OPI and Sally Hansen among other brands, has a market cap of $9.88 billion.Representatives for Coty, Kylie Cosmetics and SKKN by Kim did not immediately respond to Forbes’ request for comment Thursday.

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Kyle Jenner’s sale of Kylie Cosmetics to Coty marked a milestone moment for the Kardashian-Jenner family and seemed to prove that she really was the self-made billionaire she claimed to be, with the deal valuing her business at $1.2 billion. But further investigation into the deal by Forbes showed that the business was significantly smaller, and less profitable, than she and her family had claimed. Financials revealed by Coty said the brand generated $125 million in 2018—far different than the $360 million the Jenners had previously led Forbes to believe. It later emerged the family lied repeatedly about the size of the brand and even had their accountant draft tax returns with false numbers. Forbes estimates Jenner, now 26, made $340 million after taxes from the sale of Kylie Cosmetics and, in May of 2020, said she was no longer believed to be a billionaire.

CRUCIAL QUOTE
“You have to remember they are in the entertainment business,” cosmetics veteran Jeffrey Ten told Forbes at the time. “Everything in entertainment has to be exaggerated to get attention.”

FORBES VALUATION
Jenner was listed as the richest self-made woman under 40 by Forbes this year, with an estimated net worth of $680 million. Kim Kardashian has an estimated net worth of $1.7 billion, making her the 1,705th richest person in the world Thursday.

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