How Kylie Cosmetics Staged Its Winter Kissed Launch: Web First, Ulta Four Days Later
Kylie Cosmetics announced Winter Kissed on 13 October, scheduled online sales for 21 October and in Ulta from 25 October.
Kylie Cosmetics scheduled its Winter Kissed holiday collection for its own website on 21 October 2026. It is set to reach Ulta Beauty on 25 October. The brand's founder, Kylie Jenner, revealed the campaign on Instagram on 13 October.
The sequence shows how a celebrity-founded brand that Coty took a majority stake in during 2019 handles a holiday calendar: a social reveal, a direct-to-consumer window, then a retail partner. It also fell in the same period as Jenner's first Victoria's Secret runway walk on 18 October, which makes it a useful case in launch timing.
Four products, one shade
The limited-edition collection has four items, according to Beautyscene and Fashion Times. They are the Winter Kissed Palette, a Lip & Cheek Glow Balm, a Matte Lip Kit and a Supple Kiss Lip Glaze.
Beautyscene describes the palette as ten pressed-powder eyeshadows in matte and shimmer finishes, with shade names such as Winter Baby, Frosty Pink and Peppermint Pink. The glow balm is a dual-purpose lip and cheek product in a pink compact with a snowman illustration. The lip kit pairs a matte liquid lipstick with a coordinating lip liner.
Beautyscene says the collection is inspired by the original Winter Kissed blush and draws on the brand's 2018 holiday collection. In her Instagram caption, reported by Fashion Times, Jenner called the collection "four best-selling formulas, reimagined in the signature winter kissed pink."
For a founder, the structure is the point. One shade name runs across every product. The collection revisits a recognisable shade through familiar product formats, per Fashion Times. Prices were not listed in the coverage reviewed.
A three-step calendar: Instagram, website, Ulta
Jenner shared the campaign photos on Instagram on 13 October, per Fashion Times. The shoot shows her in coordinated pink, from hair and beanie to blush, eyeshadow and nails. Fashion Times frames it as a return to the bold look of her "King Kylie" era.
The products were scheduled to go on sale on the Kylie Cosmetics website on 21 October. Both Beautyscene and Fashion Times give 25 October as the Ulta Beauty date, four days later.
That leaves eight days between the reveal and the first scheduled sale, and four more before the Ulta date. The sources do not say why Kylie Cosmetics chose this order.
Where the Victoria's Secret show fits
Jenner walked in the Victoria's Secret Fashion Show in Los Angeles on 18 October 2026, her first runway for the brand, T2 Online reports. She wore the Fantasy Bra, reportedly valued at $50 million and made with Jacob & Co. T2 Online says she previously walked for Coperni at Paris Fashion Week in 2024.
The show sits between the 13 October reveal and the 21 October launch.
Neither Beautyscene nor Fashion Times mentions the show in connection with the collection. T2 Online refers to Kylie Cosmetics as part of the business Jenner has built, alongside beauty campaigns and fashion collaborations.
“four best-selling formulas, reimagined in the signature winter kissed pink.”
What Coty's ownership means for the calendar
Coty agreed on 18 November 2019 to buy a 51% controlling interest in Kylie Cosmetics for $600 million, City AM reported at the time. The deal valued the business at about $1.2 billion. Kylie Cosmetics had $177 million in net revenues over the preceding 12 months.
City AM said Coty would handle development of new Kylie Cosmetics and Kylie Skin products and act as licensee for skincare, fragrances and nail products. The article does not say what role Jenner keeps in the business.
Seven years on, Coty's fiscal 2026 results, released on 19 August 2026, list Kylie Cosmetics among the key brands anchoring its Prestige strategy. The release cites "strong multi-category growth" for the brand and highlights the Cosmic by Kylie Jenner Intense launch as performing well. Coty also describes plans for a Mood Stones fragrance collection and new lip kits.
The results release does not mention Winter Kissed or the holiday season. It does show that the brand's launches are planned inside a larger company's portfolio. Coty's separate Consumer Beauty segment, which holds brands such as CoverGirl and Sally Hansen, reported fiscal 2026 net revenues of $2,000.8 million, down 3% reported.
What founders can take from the sequence
Several points carry over to smaller brands, based on how the launch was run.
First, a returning shade or theme can anchor a seasonal set. Winter Kissed draws on a blush and a 2018 collection that customers already associate with the brand.
Second, the order of channels is a decision in itself. The brand's own website was scheduled first and the retail partner was set to follow four days later.
Third, a founder's public calendar and the product calendar can overlap without being formally tied together. The runway appearance fell between the reveal and the scheduled launch, and none of the sources reviewed links the two.
Fourth, the 2019 majority stake sets the frame for these decisions. Under the 2019 deal, Coty was to develop new Kylie Cosmetics products and act as licensee for skincare, fragrances and nail products, and its fiscal 2026 results name Kylie Cosmetics among its Prestige brands.
