CosBeauty Magazine #94

KORA ORGANICS MIRANDA KERR FEATURE One of the OG beauty entrepreneurs, since 2009 Victoria’s Secret Angelturned-mogul Miranda Kerr has been keeping our beauty bags stocked with her KORA Organics skincare range. As the names suggests, KORA Organics works with certified organic ingredients to provide nourishment for the skin. The range launched in Sephora in the US in 2017 and has retail partners in more than 25 countries. Kora Organics has helped her earn an estimated net worth of $52 million, according to the Australian Financial Review. Kerr was one of the first to market wellness beauty: how mind, body, and skin are connected. Since its launch, all KORA Organics products are not only “clean” but also certified organic, a rarity in the beauty industry back then then and even now. KYLIE COSMETICS KYLIE JENNER As the youngest member of the Kardashian-Jenner clan, in 2016 Kylie Jenner leveraged her fame to create one of the most bankable brands in the beauty industry, Kylie Cosmetics. After sending fans into a frenzy with her now legendary lip kits, Kylie expanded her range to include eyeshadow palettes (Kyshadows), concealers, highlighters (Kylighters) and makeup brushes. The products consistently sell out within minutes and, within the first 18 months of the brand’s launch, Kylie raked in a staggering US$420 million in retail sales alone. Just two years later, in 2018, her Kylie Cosmetics company was worth an estimated US$900 million, and she is the youngest person to appear on the annual ranking of America’s Richest Self-Made Women by Forbes (she’s since garnered a net worth of $1 billion). In 2019, she sold 51% of the company to Coty for $600 million. Why is Kylie Cosmetics so popular? Perhaps because she’s the ultimate influencer who understands the power of the personal brand and the psyche of Millennials and Gen Z-ers, or maybe it’s just because the products really are as great as her sales are. Piggy-backing the overwhelming success of her cosmetics brand, in 2019 Kylie released six basic skincare products under a new brand Kylie Skin. It’s cruelty-free, vegan, gluten-free, paraben and sulfate-free and suitable for all skin types – and comes in on-point Gen Z pink packaging.

GOOP GWYNETH PALTROW Editorial credit: Tinseltown / Shutterstock.com While not strictly a beauty brand, Goop deserves a special mention for its transformation of the upwardly mobile wellness space. Gwyneth Paltrow launched Goop back in 2008 as a newsletter hawking her favourite healthy recipes and face creams and she has since turned it into an internationally recognised wellness and lifestyle empire valued at more than US$250 million. Goop offers avant-garde wellness advice, fabulously decadent travel recommendations, and a curated shop of clean beauty, fashion and home goods that you may need a second mortgage for. The brand has courted controversy from the start, usually to do with unsubstantiated health advice, such as walking barefoot to cure insomnia or sleeping with jade eggs in your lady parts, or getting stung by bees to improve your skin. One of the more entertaining lawsuits is over a US$75 candle called This Smells Like My Vagina, which reportedly “exploded” in a Texas man’s bedroom. www.cosbeauty.com.au 27