Kylie Jenner has topped Forbes’ list of America’s Richest Self-Made Women two years in a row thanks to her makeup brand, Kylie Cosmetics, but her quest for world domination shows no sign of abating.
After the huge successes of brands like Kylie Cosmetics and Kylie Skin, the 25-year-old beauty mogul isn't resting on her laurels. Today, the mother-of-two has launched a brand new baby brand, Kylie Baby, into the UK after teasing the launch back in June - and parents everywhere are collectively losing their sh** with excitement.
Three years after trademarking the name in 2019, Kylie Jenner's collection of safe, gentle, clean, and conscious baby care products have landed at Selfridges and Selfridges.com. She promises they consist of safe and gentle baby-loving formulas with carefully selected naturally derived ingredients and botanicals designed to take extra care of sensitive skin and delicate hair. They have also all been formulated to be clean, vegan, cruelty free, gluten free, fragrance free, tear free, hypoallergenic, pediatrician and dermatologist tested. So far, so impressive.
Speaking about her range of bath time essentials, the beauty guru said : "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!
"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.
"Bath time has always been our special time together and my favorite part of the day, it’s so amazing for us to now have these products that she helped me create, to make our bath time even more special. I am so proud of what I have created for Stormi and for all of you to use on your babies. I hope you love these products as much as we do.”
I hope so too, which is why I decided to put the brand's shampoo, conditioner and moisturiser to the test on my toddler to see if they lived up to Kylie's claims.
I've never used Kylie's skincare products but judging by the sales stats (and her bank balance), it's safe to say they've been a success story. Yes, there are millions of die-hard Kardashian fans who've refreshed their browser in a Glastonbury ticket buying-esque frenzy to get their hands on a Kylie Lip Kit but according to my 30-year-old brother, who swears by her skincare products for his eczema-prone skin, they actually work.
I'm hesitant to use any old products on my one-year-old's skin because she suffers with severe eczema but with the rave reviews and impressive formulations to reassure me, I was feeling confident about Kylie's baby products.
First up was the Kylie Baby Gentle Shampoo, £17, which she claims creates a tear free and sulfate free creamy lather to gently cleanse and soften delicate hair and sensitive scalp. My daughter has previously screamed the house down when I've used other celebrity baby brands (I won't name and shame), but she didn't bat an eyelid as I washed away Kylie's shampoo, which made the much-loathed hair washing experience far less traumatic for both of us.
The shampoo is complemented by the Kylie Baby Gentle Conditioner, £17, which felt a little boujee for someone who's only ever used a 2-in-1 shampoo/conditioner hybrid before. The benefits of using a separate formula, according to Kylie, are to ease combing, enhance curls and help detangle all hair types and textures, leaving your baby’s hair ‘silky smooth’. She isn't bluffing; my daughter's hair was touch-me soft and tangle-free for three days (including a day of wild play at nursery which is the true test!).
Finally, the Kylie Baby Moisturising Lotion, £17, claims to leave the skin ‘irresistibly soft and smooth with its silicone free, lightweight, gentle formula’. I wouldn't go as far as to say my child's skin was ‘irresistibly’ soft but the no-nonsense formula wasn't too heavy, absorbed quickly and didn't irritate her skin so it's a winner in my eyes.
Considering you can get a bottle of Johnson's Baby Lotion for £2, Kylie's £17 price tags are pretty steep for baby products, but if you're willing to buy in to the Kardashian/Jenner empire hype, at least your baby will have gloriously silky hair in exchange for helping Miss Jenner cling on to her billionaire status.
