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Kylie Jenner and Stormi
via Instagram @kyliejenner

Three-year-old Stormi Webster is ‘launching a secret brand’


TextHannah Bertolino

Kylie Jenner teased the news in her Inside Kylie Cosmetics YouTube series, ahead of the beauty brand’s July 15 relaunch

Last month, Kylie Jenner announced that her beauty brand is shutting down for “a little makeover”. Ahead of the July 15 relaunch – which supposedly will feature new branding, products, and an all-vegan range of reformulated lip kits – Jenner dropped Inside Kylie Cosmetics, a YouTube series documenting her rise from reality TV star to beauty tycoon via Kylie Cosmetics

So far, the series has included interviews with the 23-year-old about the beauty brand’s launch in 2014, details about how insecurities from growing up on-screen led to her lip-obsession, and plenty of cameos from our favourite momager, Kris Jenner. Now, in the latest episode, Kylie revealed that her three-year-old daughter, Stormi, is “launching a secret brand”. Casual. 

According to the episode, Stormi has grown up coming to work with Kylie. “I’ve seen it go from Stormi being a baby in meetings to slowly growing,” explained Kylie Cosmetics’ Chief Commercial Officer Megan Mildrew. “Now she’s sitting at the table and engaged with make-up. It’s a beautiful thing to watch.”

Further, Kylie teased news of a project coming soon: “She’s actually launching a little secret brand soon that we’ve been working on (for) a while, but it’s finally pedal to the medal.”

Last year, Kylie released a Kylie Cosmetics collaboration with Stormi, which included a lip-kit and nine-shade eyeshadow palette. “She was a little younger at the time, so I asked her what colours she wanted to do,” said Kylie on the collection. “She loves purple, and she liked butterflies at the time, so I kind of just laid stuff out.”

“One day, we’ll all be working for Stormi,” predicted Mildrew. With Kylie’s plans to pass her $600 million beauty empire to Stormi one day, that doesn’t seem too far off. 

In other Kardashian/Jenner news, Kim has temporarily shut down her own beauty brand, KKW Beauty, in preparation for a complete rebrand. According to fan speculation, the relaunch may include Kim dropping the “W” from the brand’s name amid her divorce from Kanye West. 

Otherwise, according to Forbes, the sisters’ corresponding rebrands may be due to issues with their former manufacturing company Seed Beauty, who filed lawsuits against the two cosmetics brands for potential exposure of trade secrets to Coty Beauty. 

Catch up on Kylie’s Inside Kylie Cosmetics series below.

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